How Trust Impacts Customer Segmentation

Trust is a hot topic right now. But here at Customer Attuned, we’ve been onto this subject for quite some time. Our very own founder, Dr Mark Hollyoake, completed a doctorate on Trust, where he focused on Trust as a dynamic within business to business relationships. And since that day, Customer Attuned uses Trust as a foundation to all our services and ways of working.

In Dr Mark’s series of videos on the S-Curve of Trust, he explains the different stages of trust that a business relationship can move through and expresses the importance of protecting relationships from breaking down. We highly recommend you watch those videos, as it surprises a lot of people on how precise the behaviours are at each level of trust.

In this interview, Ellie Luk, Head of Marketing and Paul Cranston, Customer Strategist, discuss how trust impacts customer segmentation.

Paul explains how mutual value is critical for business to business relationships to prosper, and why not all value is financial. He further shares with us, how using trust in customer segmentation differs from conventional approaches and how to identify your future best customers. Something that should be at the top of all sales strategies!

There are free resources that you can use to practise segmenting your clients – download them at: www.customersegmentationcanvas.com

We will be publishing a series of videos on the Customer Segmentation Canvas, look out for them soon!

Talk to us about your customer segmentation issues.

Author
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Paul Cranston

Associate Director at Customer Attuned

Paul helps organisations better understand their customers so that their marketing and customer management can be more effective. He has over 20 years’ experience in business communications, marketing and strategy enabling significant business growth primarily in the B2B sector.

How Trust Impacts Customer Segmentation

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