Gartner Research

Ignition Guide to Conducting Needs-Based Customer Segmentation

Published: 16 January 2017

ID: G00340791

Analyst(s): Marketing Research Team

Summary

The diversity and evolving nature of customer needs often render organizations' customer segmentation strategies ineffective. This guide will help marketing leaders develop customer segments based on insights on specific customer needs.

Table Of Contents

Overview

Steps

Before You Start

Common Pitfalls and Keys to Success

Step 1 of 3: Gather Customer Intelligence

Tasks

Step 2 of 3: Define Key Customer Segments

Tasks

Step 3 of 3: Develop a Customer Classification Process

Tasks

Review Your Performance

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