B2C - taking into account behavior, demographics and preferences

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Trend #2: Microsegmentation
Every time you interact with a client, you collect a certain amount of data: how and where the contact took place, what the clients responded to, whether they “hung” at some stages or showed interest.

This data needs to be used.

How can you start working with them? Through segmentation and micro-segmentation , another trend for next year.

Segmentation in CRM helps to personalize the approach:


B2B - by company size or industry.
Moreover, microsegmentation is replacing traditional segmentation , because customers are already expecting more precise, advantageous, and striking offers.

With the help of a CRM system, you can manage micro-segments, identifying even narrower audience groups based on their needs.
For example, you can remind the client that t jordan consumer email list he contract has ended and hint at an extension.

Important: in B2B, microsegmentation is not always applicable; sometimes it is enough to simply correctly update the data in the counterparty card in the CRM.

Example: PetShop identified 12 customer churn groups. They mostly left for two reasons: they didn’t like the packaging update or the loyalty program change.

Identifying issues and adjusting the program quickly reduced customer churn by 20%.

Below is our example of a micro-segment mailing (dog owners choosing a specific brand of dry food without peas), which will help to neutralize possible negativity:

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Image from the author's archive

In this example, microsegmentation helped increase the conversion rate of the newsletter and retain customers.

So I advise you to take a closer look at this trend and wisely implement it into your customer interaction strategy.