Customer segmentation is a process of dividing consumers into groups based on demographics such as their age, gender, spending habits, or interests. But simply segmenting your customer base doesn’t reveal enough to design a holistic customer-centric experience.
Companies must look beyond segments, and examine their customers’ modalities — the behavior modes that customers are in when they make certain purchasing decisions — to fully anticipate and meet their needs.
Anthony Pannozzo, SVP, Experience and Service Design at Continuum, explains why customer behavior modalities matter (and more) in this Close Up video:
Embedded content: https://www.youtube.com/watch?v=YT7pOijRYTYfiled in: customer experience, innovation capability
