Brief: Don't Give Up On Customer Segmentation

In the era of big data and hyper-personalization, is customer segmentation antiquated or more powerful than ever? That depends on your approach, but many customer insights (CI) pros continue to make segmentation the foundation of customer understanding across their organizations. Successful enterprise customer segmentations stimulate customer obsession and expand the ability to understand distinct "segments" of customer expectations — to serve both existing customers as well as prospective ones. This brief outlines why CI pros should continue to invest in their segmentation efforts.