Customer Segmentation

Services to optimize

No two customers are the same

A good segmentation must be realistic, easy to implement, simple to explain and, above all … insure success in every effort made.

At Daemon Quest, we apply the most advanced segmentation techniques to ensure we identify all client profiles, whether actual or potential, in order to successfully orient your commercial strategy and marketing efforts.

Although there are no two customers exactly the same, it is possible to differentiate customer profiles that are similar to each other. The area where the user lives, his behaviour, education, job, tastes … all provide valuable information that, when cross-referenced and analysed, allows groups to be established beyond the major generic clusters which may be of limited value for the specific positioning and orientation of a product or service.

At Daemon Quest, we take maximum advantage of all tools available in order to provide an optimal segmention:

Your information. All the transactional and behavioural information a company has on hand about its customers.
External Sources. External data bases on demographic, geographic, psychographic and behavioural aspects of the consumers to be associated with the internal information.
Customer Research. Research into attitudes, tastes, perceptions and aspirations of target groups.

As a result of this, we are able to clearly identify different value groups, and even go beyond this and detect new market niches that represent valuable emerging opportunities and changing business trends.

Types of Segmentations currently in use:

Descriptive and Classificatory Segmentations:

Demographic
Behavioural
Attitudinal
Psychographic
Customer Value

Action Oriented Segmentations:

Risk of churn
Propensity to purchase
Loyalty
Cross Selling

DAEMON QUEST is an expert in developing solid segmentations that are easily transmittable to every level of an organisation

By customer life Cycles

Segments are not static. They are in constant evolution. A customer passes through different phases, and therefore any segmentation must be dynamic enough to evolve in order to adapt itself to the changing realities of the customer portfolio. Daemon Quest helps you to develop “living” segmentation processes that allow you to adapt the company marketing plans to the life cycles and changing realities of your customers.

By potential customer value

This type of segmentation is based on customer value. The profile of each customer or group of customers provides us the necessary information to estimate its value. This will give us insight into each segment´s possible reaction to the company offering and what profits might be generated in the future. It is key to be able to distinguish between MVCs (Most Valuable Customers), HPCs (High Potential Customers), and BZs (Below Zeros or Unprofitable Customers).

By time of purchase

Being able to identify when a customer makes a purchase is often more important than having a detailed profile of the customer. The customer’s “time of purchase” allows us to customise the marketing mix by element: communications, product offering, sales channel or price. For example, a furniture distribution chain needs differentiate the young couple that is moving into its first home (and that will therefore have to furnish it completely) from the family that has just brought the grandparents to live with them.