Customer Experience Segmentation

Traditional segmentation is intended to classify customers in some meaningful way that allows the organization to better meet their needs and achieve greater levels of loyalty. The classic approaches includes classification systems based on geographic, demographic, and behavioural (i.e., usage) factors. All of these approaches have their advantages but they fundamentally miss the emotional engagement the customer has with the experience provider.

More advanced segmentation is based on more psychographic factors (e.g., attitude or personality). One particularly useful approach is emotional segmentation – a special type of psychographic segmentation. The benefit of emotional segmentation is that it enables experience designers to better and deliberately meet the subconscious emotional needs of customers.

Emotional Segmentation answers the following types of question:

1. How do are segments differ in their level of emotional engagement?
2. What natural emotional segments are there?

The customer experience is composed of two halves – the rational and the emotional halves. The rational half is akin to the conscious experience. The emotional half is in large part characterized by its subconscious nature. It is where the “gut feel” is generated. Emotional segmentation enables us to group customers according to how they process the emotional experience.

Our approach to emotional segmentation is based in large part on our unique Emotional Signature methodology. Through Emotional Signature we can segment customers based on the emotions that drive or destroy business value. In other words, our emotional segmentation approach is linked to driving business and customer value.

Experience Design

1. How should we redesign our customer experience?
2. What part of our experience is not working?

This service helps with the wholesale redesign of an experience, quantifying which new and better scenario(s) clients and consumers truly demand, and which changes are linked to business value. Within this service we also provide creative workshop approaches to help your internal stakeholders, clients and customers think 'out-of-the box'