Making Customer Segmentation Deliver

Most business-to-consumer companies today are striving to build “customer-centric” businesses, but will they be able to derive real value from their effort?  A handful of companies — such as Charles Schwab in investments, Capital One in credit cards, and Caesars Entertainment in gaming — have had well-documented success. In almost every case, this involves some form of market segmentation.  Segmentation provides insight into customer behavior, habits, and preferences, increasing the odds of success in marketing and experience management campaigns, and driving brand positioning and product dev.....
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