Customer Identification and Segmentation

Name: Customer Identification and Segmentation
Author: Aileen Smith

Explore how to better connect with the many customers a business might encounter

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Course: On-Demand

If we want to understand how to manage customer relationships, we must first start by analyzing our customers to define and categorize them to better understand their needs and preferences. If we can identify how our customers are different from one another and how they're similar, we can start to develop strategies to deliver them the best customer experience possible. When we think about customers, we typically think about external customers. External customers might include individuals, businesses, academic and healthcare institutions, governments, and volunteer organizations. External customers pay for the goods and services that a company produces. Developing and maintaining relationships with external customers can be difficult because these customers can have little to connect them to the company other than the purchases they make and their last buying experience. External customers are the main source of a company's sales revenue, and they're typically the focus of any sales and marketing efforts. It is crucial to identify opportunities where the company can engage with external customers to develop a bond that can lead to increased satisfaction and loyalty. External customers are sometimes called clients or clientele, most typically when they are buying professional services. You can probably think of a few businesses that call their customers clients, such as photographic portrait studios, a beauty salon, or a law firm. Clients are usually more loyal and make more purchases over a longer period than the average customer who might only make a single purchase. Clients are also much more likely to have an invested relationship with their suppliers. Many companies will also try to incentivize customers and clients with loyalty programs. These programs are designed to reward the customer after they've spent a certain amount or made a certain number of purchases. Another example of an external customer is someone who makes a purchase at a gas station. Most gas station customers will buy gas, but some will just want to purchase something from inside the store, like soda or a candy bar. Companies of all sizes choose to implement a Customer Relationship Management or CRM system to better engage with their customers and increase their satisfaction and loyalty. CRM software helps you to keep track of all interactions between your company and your customers by storing easily accessible and detailed information about each customer. This information could include call records, order histories, customer preferences, demographics, special requests, and even personal data that can provide insight into each customer. This information can be used by sales and marketing staff, customer service agents, and other employees to build relationships and provide personalized customer support. Imagine that you are a customer and you call a supplier about your order for a new office chair and you are told yes, it's sitting on the dock ready to ship out now. It'll be there in time for your new branch opening on Saturday. We were able to get the brown leather version which you said you preferred. It should go well with that walnut desk you bought. It's great that your son will be with you for the opening. Can you see how providing this additional personal feedback could make the customer see that you value their business? How might this affect your relationship with the customer? People like to buy from people they know and like. Having intimate knowledge about a customer makes it more likely that your company will be able to develop a close bond with them. The customer will recognize that you value their business and will see a benefit in developing a relationship with you. The collective knowledge that can be gathered by a CRM system will also allow marketers and analysts to determine patterns of behavior in the customer purchase decision process. They will be able to identify customer preferences and market opportunities. This information can help marketers develop advertising and marketing initiatives that appeal directly to their target audience. It is also important to note that there are potential challenges associated with CRM systems. When considering implementing a CRM system, you must address issues such as cost, ease of use, functionality, and integration with existing systems. You will also need to know that the system can grow with the company. Take a moment to ask yourself if these issues might affect your company. How are you currently managing your customer relationships, and would a CRM platform help you better manage them? What costs would be prohibitive for your organization? Can you integrate a CRM system into your current systems? Knowing the answers to these questions will help you handle the decision to implement a CRM system and which system is best for your business.

Intermediate Provider : Aileen Smith 6 Lessons · 23m in German, English, Spanish, French, Portuguese, Chinese

Course Description

In this course, you will learn about external and internal customers and how they can be further segmented into categories based on their demographic, geographic, behavioral, and psychographic characteristics. This course will also cover the qualitative assessment process, which will help you obtain feedback from customers to deliver products and services that better meet their needs through the Voice of the Customer network and focus groups.

Each of these types of segmentation reveals something different about your customer. External customers pay for the goods and services that a company produces, while internal customers are employed by the company and use resources that are provided by other members of the company. You will learn about the unique challenges of working with, and appealing to, both types of customers. The customer segmentation process helps you design and deliver products and services that appeal to a specific category of customer. Having specific knowledge about each segment will also help you create marketing strategies that focus on how these products and services meet the specific needs of each customer group. Meeting the needs of these groups also depends upon receiving their feedback and acting upon it, and you will learn about two ways to conduct a qualitative assessment to satisfy their needs. Satisfied customers tend to be loyal customers, and loyal customers will continue to buy from you even if you aren’t the most competitive supplier.

What You'll Learn

Differentiate between internal and external customers and the unique challenges of working with each
Define the customer segmentation process and how customers are categorized
Segment customers by demographic, geographic, behavioral, and psychographic characteristics
Describe two methods of conducting a qualitative assessment to gather customer feedback
Use the Voice of the Customer network and focus groups to obtain customer feedback
Create marketing strategies that address the specific needs of each customer segment

Key Takeaways

External customers pay for the goods and services a company produces, while internal customers are employed by the company and use resources provided by other members of the company.
Customers can be segmented into categories based on their demographic, geographic, behavioral, and psychographic characteristics, with each type of segmentation revealing something different about the customer.
The customer segmentation process helps you design and deliver products and services that appeal to a specific category of customer and create targeted marketing strategies.
Qualitative assessment, conducted through the Voice of the Customer network and focus groups, gathers customer feedback to better meet their needs.
Satisfied customers tend to be loyal customers, who will continue to buy from you even if you aren't the most competitive supplier.

Frequently Asked Questions

What topics does this course cover?

The course covers external and internal customers, how customers are segmented by demographic, geographic, behavioral, and psychographic characteristics, and the qualitative assessment process for gathering customer feedback through the Voice of the Customer network and focus groups.

What is the difference between internal and external customers?

External customers pay for the goods and services that a company produces, while internal customers are employed by the company and use resources provided by other members of the company.

What skills will I gain from this course?

You will develop skills in audience segmentation, customer analysis, customer analytics, customer profiling, customer requirements analysis, and market segmentation.

How is the course structured?

The course is organized into lessons covering External Customers, Internal Customers, Customer Segmentation (Parts 1 and 2), and Qualitative Assessment, followed by a Test Your Knowledge section.

What methods of gathering customer feedback does the course teach?

The course teaches two methods of conducting a qualitative assessment to obtain customer feedback: the Voice of the Customer network and focus groups.

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Society for Human Resource Management (SHRM®)

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