Abstract:

Segmentation is crucial for investment prioritisation, smarter communications, meaningful innovations to capture growth. Furthermore, a holistic segmentation provides "common tongue" - a shared marketing language to be integrated and embedded in all parts of the organisation. The traditional approach, albeit useful for individual functions, lacks integration across the business and opportunities for growth may be missed or under-utilised. This presentation outlines a robust holistic customer segmentation approach that takes into account the needs of all business functions, balancing marketing richness (customer values, needs, wants, attitudes) with behavioural/demographic targetability. An innovative approach to socialise the segmentation in the organisation using a custom-made segmentation board game will also be detailed. The impact of the approach on the business is showcased with Celcom Axiata's new integrated segmentation system.