The ‘Tangerine’ Customer Value Segmenter peels back the layers of blunt averages and received wisdoms that may surround your current understanding of how value is distributed in your customer base. It challenges, or at least refines, anecdotes like “we have the same 80:20 split as everyone else” or “we are only losing about 1% of our customer base each year”.

Tangerine is provided as a service with no need for new software or training at your organisation. It is based on the learning from 15 years of experience of providing very similar analysis, at a much larger scale, to major global corporations. The learning and techniques have been distilled into a fast, flexible and cost-effective solution for organisations with 1000’s or 10,000’s of customers rather than millions.

In its Core form Tangerine delivers clear analytical reporting with guidance on how to read it. In its Core Plus form Tangerine adds a first level of expert interpretation and insight development. In both forms it enables:

• Greater understanding of what drives customer value as well as what customers’ value is
• Better targeting of sales and marketing activity by including customer value in campaign selections
• More insightful customer-related KPIs such as win rates, retention and value uplift
• Re-allocation of resources towards higher current or higher potential value customers
• Development of segment-relevant products and propositions

Tangerine goes further than just considering the current value of customers in allocating them to segments. It also brings in value growth / decline and value consistency allowing you to configure the relative weightings of these dimensions. Even the ‘current’ value can be set to work for organisations that have customers with longer purchase cycles.

At the end of the engagement, as well as a detailed analysis report, you receive the dataset that was developed by us in carrying out the analysis. This provides a value segment for each customer as well as the many additional variables that have been calculated or derived. You can carry out further analysis on this in any software that you choose.

You can also load a selection of the key variables into your CRM system so that they become embedded in the organisation’s day-to-day activity.