PP 2_2 Flashcards
What is the first step in prioritizing key customers?
Identify Segments
What are the two types of features to consider when segmenting customers?
- Observable features
- Latent features
What should you do after identifying customer segments?
Distinguish Customer Needs Across Segments
How many key customer needs should be entered for each segment?
Up to four key customer needs
What is the purpose of ranking customer needs within segments?
To understand how members of that segment prioritize needs
If rankings are consistent across segments, what should you reconsider?
- Customer Needs
- Segmentation Criteria
What is the goal of updating your segments?
To demonstrate distinct differences in priorities across segments
What is the first action in the evaluation of customer segments?
Setup the Template
What is the rating scale used for evaluating segments?
1 (low) to 3 (high)
What should you consider when selecting a target segment?
Key valuation criteria and organizational positioning
What do you need to refine after selecting your target segment?
Your summary of customer needs
Fill in the blank: The first step to identifying segments is to review your list of customer _______.
needs
What should be included in the description of each segment?
- Observable features
- Latent features
- Primary needs and interests
True or False: The customer needs are the same across all segments.
False
What should you do if you find significant differences in rankings across customer segments?
You have the makings of a legitimate segmentation scheme
What is the final step in the process of prioritizing key customers?
Refine Your Customer Needs
