CUSTOMER EXPERIENCE AS SEGMENTATION BASIS

CUSTOMER EXPERIENCE AS SEGMENTATION BASISCase Study Written Assignment

l. Assignment Questions I. What are the conventional bases of segmenting the target audience? What relevance do segmentation platforms like Demographic, Geographic, Psychographic, and Behavioral (including VALS & PRIZM models) hold in the wake of increased competition, private label proliferation, rivalry from the unorganized sector, and e-tailing gaining traction?

II. How do you characterize the nature of competition (between the companies in an industry and also the intense rivalry from private labels/unorganized sector) and the efficacy of segmentation bases?

III. On what basis do you think the companies/in the industries featured in Exhibit I of the case study across the product-price pyramid have segmented their markets, targeted their customers, and positioned their products?

IV. What is the difference between CRM and CEM? For what kind of companies/industries do you think customer experience can be an ideal or suggested segmentation basis?

V. Do you think Customer Experience Management can be applied more effectively in Service Sector than in Manufacturing Sector?

VI. In the wake of the experience economy, should customer experience be looked at as a compliment or a substitute for the existing segmentation bases?

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