Project case:
Customer segmentation
Objective
The currently existing customer segmentation of a wholesaler is based exclusively on customer turnover. An intelligent approach to customer segmentation will enable greater and more systematic differentiation in the following areas:
- Customer-specific pricing
- Determining the frequency of customer visits
- Provision and pricing of services
Approach by EbelHofer Consultants
Various dimensions or criteria must be considered when evaluating clients. On the one hand, data and facts such as sales, earnings, etc. are taken into account. On the other hand, qualitative criteria such as competitive intensity or future potential can also be used for segmentation. The defined criteria should be weighted according to their importance. To implement customer segmentation for a large number of clients, a tool must be programmed to simulate the effects of changing individual parameters and to calibrate the tool.
Result
Successful customer segmentation subsequently enables the formulation of segment-specific prices for products and services. For this purpose, clear visit planning is carried out for each sales employee - with specific visit frequencies in the customer segments - thus making the use of time more efficient in the long-term.
