Let Customers Segment Themselves
from the you-go-here,-you-go-there dept
With all the hype about how the internet lets companies offer customized solutions to each customer, most online sites really force people to fit into their own plans. Here’s a column talking about how a large bank actually looked at what their customers were doing in online banking, and suddenly realized that the customers segmented themselves – and different customers had different needs. Of course, this sounds really obvious, but, like so many companies, no one at the bank seemed to realize this until they looked closely at the results. The point of the article is that companies should see how customers segment themselves (rather than trying to assign them to predefined segments), and see from there how to best serve the different needs of those customers.