Customer intimacy is a major competitive differentiator. Customer relationship management systems are able to gather and produce lots of data about customers, but successful companies are those which are able to see beyond the data on the call centre screen and get to the human being behind it.

Capgemini is a recognised leader in CRM services, and has been pioneering the successful development and implementation of CRM solutions across multiple industries and geographies for more than a decade.

This section includes:

• Benefits of Customer Segmentation
• Capgemini’s approach
• Capgemini capability

The benefits of Customer Segmentation

Customer segmentation enables companies to see customers as people not as units of demand.

Segmentation enables organisations to empower customers to choose their own channels of interaction with an organisation

Customers are more likely to spend more money with an organisation if the correct channels of interaction are available to them

Customer segmentation leads to a higher quality customer experience

Capgemini’s approach

Capgemini’s approach to Customer Segmentation is based on seeing things from the point of view of the customers. Too often organisations approach segmentation activities as a research-driven or data-driven exercise.  Capgemini sees 6 approaches to segmentation:

Who they are
Demographic segmentation based on who the customer is and what his or her social-economic status is

Where they are
Geo-demographic segmentation  based on where customers live

What they do
Behavioural segmentation based on customer behaviour, such as the channels they use to interact with the company or the products and services they use.

What they think
Psychographic segmentation which classifies customers according to their basic attitude to products or services

What they want
Needs-based segmentation which segments customers by their needs

How loyal/valuable are customers?
Economic segmentation based on how often and how recently customers have bought products or services and for how much money?

How customers change over time
A dynamic segmentation approach that tracks the movement of individuals through time and evaluates the financial impact of changes in customer value on the organisation to enable fact based prioritisation of the marketing budget

Capgemini capability

Capgemini has a team of seasoned markers from across industry and from both the public and private sectors. all of whom have experience of Customer Segmentation programmes

The marketers are backed-up by a consultants with high-levels of IT and analytics capabilities

Consultants involved in Customer Segmentation programmes are also characterised by their commercial skill and emotion intelligence

Capgemini also has technology partnerships with leading Business Intelligence vendors such as Oracle, SAP and SAS

We can help you assess where your organisation is in terms of its desktop transformation.