Customer segmentation
Also known as Market segmentation, User segmentation
Customer segmentation is the practice of dividing a customer base into groups that share meaningful attributes, needs or behaviours, so each group can be served and prioritised differently.
What are common ways to segment customers?
By firmographics (company size, industry), demographics (role, region), behaviour (how they use the product), needs (the job they are hiring you for), or value (revenue and retention). Behaviour and needs-based segments tend to be the most actionable.
Why does segmentation matter?
A single average customer does not exist. Segmentation lets you concentrate on the groups that matter most, tailor your messaging, and avoid building a product that tries to please everyone and lands with no one.
How does segmentation relate to personas?
Segments are the analytical layer; personas are the human layer. You segment to decide where to focus, then build personas to make the priority segments concrete for the people doing the work.
Customer segmentation, in brief
- What is customer segmentation?
- Customer segmentation is dividing a customer base into groups that share attributes, needs or behaviours, so each group can be prioritised, served and messaged to differently.
- What is the difference between segmentation and a persona?
- Segmentation groups customers analytically; a persona turns a priority segment into a single, humanised profile that a team can design and sell to.
Put the theory to work.
Corha turns your calls, tickets and surveys into living personas and evidence-backed insights, so these ideas become part of how your team works, not just definitions.