Segment With Attitude
Attitudinal segmentation recognises that attitudes influence behaviour. A better understanding of how customers (and prospects) think and feel, can often result in better strategic and tactical choices.
Attitudinal segmentation recognises that attitudes influence behaviour. A better understanding of how customers (and prospects) think and feel, can often result in better strategic and tactical choices.
Attitudinal segmentation (like all segmentation) should be data driven and built on research rather than anecdote.
Research should seek to determine:
Once the organisation has a reasonable understanding of the attitudes of its customers (its own and others) it can decide whether it is willing, and able, to make the changes needed to increase or retain the proportion of satisfied stayers.
Research should seek to determine:
- The percentage of customers (own and others) in each quadrant
- What triggers engender particular attitudes
- What actions (if any) are likely to change attitudes
- The extent to which attitudinal change results in behavioral change
Once the organisation has a reasonable understanding of the attitudes of its customers (its own and others) it can decide whether it is willing, and able, to make the changes needed to increase or retain the proportion of satisfied stayers.