Challenge

• A software company wants to regularly segment its customer to better align the sales force
• Customers are segmented by attractiveness and the firm's own position to later treat each segment separately
• During the segmentation process, different weights of the criteria need to be tested to achieve a well balanced segmentation

Solution

• An Excel tool contains the entire customer list along with selected values for the various criteria
• The user can define the criteria weights as well as the parameter values and will immediately see the result of his changes based on the customer data set
• A portfolio with four customer segments illustrates the customer share of each segment

Benefits

• Regular updates of the segmentation approach enables the management
  to allocate its sales force to the most promising customers
• The current customer structure provides further insight into strengths and weaknesses of the client today
• Reduced risk of biased segmentation

Screenshot

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