AMA: Generating Loyalty Through Customer Segmentation

Today’s customers have an ever-increasing amount of choice, which can make it difficult for b2b companies to foster customer loyalty. According to B2B International research, only 42% of b2b companies are applying sophisticated segmentation to their customer groups, which is one of the reasons why they’re finding product innovation particularly challenging. If marketing managers analysed their customers’ individual needs in greater detail, they would stand a better chance of developing more appealing products.

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