The Customer Segmentation Canvas from Customer Attuned is a new way to map your customers that puts trust and appetite for deeper relationship at the centre of your strategies, plans and activities. It is based on proven academic research and decades of experience delivering customer management programmes for clients.
We wholeheartedly believe that traditional approaches to B2B segmentation need to evolve from internally focused product or market-oriented methods to a customer centric, insight-led model.
Customer Segmentation Canvas
Traditional approaches to Customer Segmentation for B2B organisations need to evolve. They often rely on constraining sets of data that don’t adequately take into account customers’ intentions and needs.
Based on decades delivering Customer Strategies for a host of organisations and academically acclaimed research by its founders, Customer Attuned introduces the Customer Segmentation Canvas, a new way to map your customers that puts their intentions and desires at the centre of your decisions, plans and activities.
The Customer Segmentation Canvas is a model that you can use to segment your customers, not based on random data, but on their history with your company, their engagement with you, and crucially, their expressed level of trust in the relationship.
Why Segment Customers?
We segment customers to understand how to activate the 12 components of Customer Strategy.
Well structured Segmentation is fuelled by your insights into your existing customers – including Voice of the Customer campaigns, which products they buy, which they could buy but don’t and other data.
Great segmentation helps define customer value objectives, KPIs, lifecycles and customer journeys, and even contact plans and is a critical foundation of your Customer Strategy.
How The Customer Segmentation Canvas Works
Customer Attuned knows that relationships that are Customer Centric and built on trust deliver sustainable mutual value. This underpins our new approach to Segmentation using Trust and the appetite and opportunity for a deeper relationship as differentiators.
The Horizontal (X) Axis: Appetite and Opportunity
When you truly know your customer, their wants and desires, you get to understand their appetite for more.
When you have multiple products and / or services that are relevant to them and they could buy, there is an opportunity to sell more.
Customers that are already invested in your business and you have more that they can benefit from, feature on the right of the X-Axis.
Customers where there is low appetite and / or no opportunity for them to buy more feature to the left of the X-Axis.
The Vertical (Y) Axis: Level of Relationship & Trust
The Y-Axis represents the level of relationship and trust that exist between the two companies and is closely linked to the S-Curve of Trust.
This can be reflected in different ways: come customers love the product so much, they put their name to a testimonial or case study, others share product use insights and strategic plans so that product development can be affected for the good of both parties. Others just want the product and no more!
Plotting your customers by their level of relationship helps define what value might be achieved for you both.
What are the Benefits of Customer Segmentation?
Customer Segmentation just helps marketing define who receives an email. Great Customer Segmentation helps define the strategic objectives of the whole organisation – where it helps shape sales targets, and marketing and Customer Success objectives.
Benefits and Outcomes:
- identifies who your best customers are
- identifies which customers are primed to be your future best customers
- identifies unbalanced portfolio of sales – too many low value or too many resource heavy customers
- understand which customers can provide insights that help product and service development
- identifies where co-creation and collaboration can occur.
Resources: How to Segment Customers
To help you get started with the Customer Segmentation Canvas, we have put together some resources.
Download the Customer Segmentation Canvas Workbook. It’s Free!
Want help with Segmenting customers? Download our easy-to-use Segmentation Flowchart. It’s Free!
Download the Customer Segmentation Canvas. It’s Free!!
Next Steps with Customer Segmentation
Whether looking to find a means to scale Segmentation across hundreds of customers, build in to your CRM or use Segmentation as a part of a total Customer Strategy refresh, Customer Attuned can help guide you through to success.
Get in touch via our contact form, or email: hello@customereattuned.com.
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Paul Cranston2024-06-12 08:51:072024-06-12 08:51:07The B2B Customer Segmentation Canvas for Marketers
