Customer SegmentationWhat is customer segmentation and how can it help your customer service training? Put simply it is the division of your customer base into types of customers who share similar characteristics in their buying or using behaviour. Done wisely it can help target your sales and marketing activity with relevant products and services. And it can help your organisation understand its customer base. Let me give you an example. A hotel at an airport may have three kinds of guests:- • Business travellers • Families going on or come back from a holiday • Airline personnel who stay overnight. If we look at their buying behaviours they might be very different, with Airline and Business Travellers at the mercy of their company’s preferred supplier agreements while people on holiday may have bought on price or convenience. If you think about their needs of your service the three groups will each require very different things. A business traveller ( especially of they travel often ) would list a good nights sleep as essential, but business travel is lonely, and a kind word at check in, a waiter who has a conversation about “the price of fish” can go a long way. A family staying overnight may want other things, baby sitting facilities, good room service, child friendly meals, good advice on how to get to the airport, and how long the whole process will take. So how can customer segmentation help you customer service training? Simple, right at the heart of good segmentation will be what it is like in the customers’ shoes. The more we deliver great customer service by understanding our customers the more we create advocates. Use customer profiling to help your people understand what it is like for your customers, get them to walk in their shoes during the training, and watch the customer service go up.
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