When Npower Seattle, a US technology consultancy service, segmented its customers as "technology constrained," "technology optimists" and "technology investors," it found it customers as well as itself. Segmentation enabled the tailoring of offerings based on customer perceived needs and likely intentions around technology. As a bonus segmentation led customers to change their business models or processes and offer different services. In one case NPower became aware of an Earned Income Tax Cred...

BPIR Categories

4.1.1 Identify market segments & target customers
4.1.4 Develop & implement marketing strategy

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