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Effective market segmentation is critical to success in a skeptical
market where buyers need clear assurance of value. Driven to demonstrate
the ROI of their offers, marketers rely on
segmentation strategies to allocate limited resources, target communications,
and eliminate waste.
Although segmentation practices are less sophisticated in the technology
services sector than in the consumer products industry, services marketers
are finding ways to apply the theoretical concepts and reap the benefits.
While many services organizations rely on relatively simple demographic
schemes, industry leaders are developing more effective customer-centric
approaches such as needs-based and outcomes-based segmentation.
This ITSMA presentation highlights survey data on current segmentation
practices in technology services and outlines a series of best practices
and recommendations to increase the impact of services segmentation. The
presentation includes brief case studies on Dimension Data, IBM Global
Services, NCR, and Sprint.
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