How To Segment And Target The Right Customer PowerPoint Presentation Slides

How to Segment & Target
The Right Customer
Yo u r C o m p a n y N a m e

Table of
Contents
4 Steps to Create a Powerful Customer Strategy
Step 1: Market & Customer Research
• Market Size Analysis
• Competitive Landscape
• Customer Segments & Their Behavior
• Customers Shopping Preferences – Sample Data
• Customers Shopping Habits– Sample Data
• Customers Shopping Behavior (Baby Boomers) – Sample Data
• Customers Shopping Behavior (Millennials)– Sample Data
• Customers Communication Preferences – Sample Data
• Modern Customer Journey
• How Millennials Learn About the Product
• Brand Loyalty
Step 2: Roll Out the Consumer Market Research Survey
• Consumer Market Research Survey
Step 3: Zero In On the Target Market
• Identifying Your Market - TAM, SAM & SOM
• Customers Segments – Matrix 1
• Customers Segments– Matrix 2
• Target Customer Description
• Target Customer Persona
Step 4: Execute Strategy & Measure Metrics
Customer Success Metrics that Matter
• Customer Success Benchmarks
• Churn
• Expansion
• Net Promoter Score
• Customer Health
Identify Your Target Customer
Channelize Customer Strategy
Customer Strategy Options
Understand Your Customers (B2C Market)
Understand Your Customers (B2B Market)
Targeting Options
8
7
1
2
3
4
5
6
2

Steve Jobs
“Get closer than ever to your customers. So
close that you tell them what they need well
before they realize it themselves.”
4

5
HANNAH,
STUDENT
“I need to go to a relaxing place with nice coffee, music and ambience without it being too expensive”
A Day in her Life
› She is a morning person
› She starts off her day with gymming.
She goes to gym thrice a week.
› She works for an IT company
› She loves exploring new cafes in town
› She watches Netflix
› She is a neat freak and likes to keep her
things organized.
› She likes being punctual
Online Behaviors
› Very much active on social media apps
such as Instagram, Facebook, Twitter,
etc.
› She keeps on exploring new apps for
her use
› Tend to find good deals and discounts
on food and clothes
Hopes & Dreams
› Become a reputable fashion and
entertainment blogger
› Travel the work
› Adopt a dog
› Own a café
› To be able to learn a new language
› Not have to worry about finances
Background
› 29 Years Old
› Engaged
› Lives in NJ, USA
› Full-time Employer in an IT company
What She's Looking For
› A place to detox herself after a hectic
working week
› Deals & Coupons
› Good food and a glass of wine
› Cozy seating space with nice music
Worries & Fears
› Not spending enough time with family
and friends
› Fear of closed spaces
› Text Here
› Text Here
› Text Here
› Text Here
Finances
› Income of $50,000
› She believes in investment
› She prefers using credit card/debit
card for shopping or otherwise
What Influences Her
› Her mother
› New fashion trends, magazines,
blogs, etc.
A Day in her Life
› Order online or through app
› Online payment through payment
apps like Google Pay
› Deals and incentives
› Space with plenty of charging
stations
› Free Wi-Fi
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Channelize Customer Strategy
6
CUSTOMER STRATEGY
Does it reflect in your business
mission and vision?
Does your value proposition target the
customer and his needs?
Geographic StrategyDistribution StrategySales & Marketing StrategyProduct Strategy
Does It Drive

Customer Strategy Options
7
Strengthen Your
Existing Customer Base
Poor market share with
existing customer base
Dropping
Sales
Weak value
proposition
Lack of resources to
expand to new geos
Increase Your
Customer Base
New target customers in
new geos
New product features for
more customer segments
Market superiority with
existing customer base
Sufficient resources to
make expansion work

Understand Your Customers (B2C Market)
8
Demographic –
Population
Geographic –
Where People Live
Lifestyle –
People’s Attitudes & Values
Behavioural –
Loyalty to A Product
Value
› Age › Urban › Consumer Opinions And Interests › Purchase Occasion › Spend
› Gender › Suburban › Socioeconomic Group › Benefits Sought › Share of market
› Education › Rural › Motives › Loyalty
› Family Size › Regional › Personality › Use Rate
› Family Life Cycle › City Size › Aspirations › Price Sensitivity
› Occupation › Climate
› Social Class › Landforms
› Religion
› Ethnicity
Target Customer Characteristics

Understand Your Customers (B2B Market)
9
03. BEHAVIORAL
Usage rate, end product use, benefits sought,
purchase procedure, buying status
02. FIRMOGRAPHIC
Turnover, Size, Employees,
Business activity, industry
04. PSYCHOGRAPHIC
Socially responsible, entrepreneurial,
employee focused, financially prudent
01. GEOGRAPHIC
Country. Region, Town,
Postcode, Mile Radius

Targeting Options
10
Micro
Market
› Small business users
› Target customers at a
personal level
› Smaller firms with less
resources
› Target specific segment of
customers e.g. toothpaste
for sensitive teeth
› Aka Concentrated
marketing
Niche
Market
› Medium to big firms
› Multiple products for
different segments
› Each product customized
for each segment
› Higher production cost
› Specialization & strong
hold in market
Differentiated
Market
Undifferentiated/
Mass Market
› Large firms
› One product or product
line for all customers
› E.g. Toothpaste,
Personal Computers,
Cold Drinks

Step 2
Roll Out the Consumer
Market Research Survey
Step 3
Zero In On the
Target Market
Step 1
Market & Customer
Research
Step 4
Execute Strategy &
Measure Metrics
4 Steps to Create a Powerful Customer Strategy
11This slide is 100% editable. Adapt it to your needs and capture your audience's attention.

12
Step - 1
Market & Customer Research

Market Size Analysis
This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 13
20%
USD Million
549
2017 2018 2019 2020 2021 2022 2023
Market Size (GPU Database Market) Y-o-Y

Competitive Landscape
14
MarketGrowth%
Average
Market Growth
Market Share %
Your
Company
Logo
Logo
Logo
Logo
Logo Logo
80%
Logo
Logo
Logo

Customer Segments & Their Behavior
Customer Segment Market Size Purchasing Power Recurring Purchases % Online Buyer Conversion Rate
Active/ Fit
Baby Boomers
Entrepreneurs
Mothers
Movers
Students
Yuppies

Customers Shopping Preferences – Sample Data
Why do customers prefer buying
in-store?
Where do
customers
prefer buying?
25%
Online
38%
Online
37%
don’t Care
65%
19%
8%
9%
To see & touch the product before I buy it
To get the product quickly
I like the personal experience of having a store assistant help me
To take advantage of in-store promotions & sales
*Of the 40% of shoppers who prefer in-store

Customers Shopping Habits– Sample Data
17
50% Spend more than 2 hours per day
Key Takeaway : 90% check email on daily basis while 50% research products online before making a purchase
75%
Own
Laptop
Own
Tablet
52%
Daily Usage of
Smartphone
Took Pictures Looked for Direction Obtained News Searched for coupon
Email Calendar Researched Product Tracked Calories
92%
70%
64%
58%
50%
22%
94% 94%

18
Customers Shopping Behavior (Baby
Boomers)– Sample Data
Buy consumer goods
at retail chain
70%
Buy
Online
15%
Make
Grocery List
94%
Ask others
before Purchasing
84%
TOP 5 INFLUENCES
69%
Made a purchase after
reading an online review in
the last 12 months
Key Takeaway : Online reviews & word-of-mouth advertising are an important factor in purchasing decisions
Read
Reviews
Saw the products in a brick
- & - mortar store
Recommended
by friend
Saw the
product online
Saw a printed
advertisement

Customers Shopping
Behavior (Millennials)– Sample Data
19
Prefer Webrooming (browsing online &
buying in-store)
45%
Prefer Showrooming (browsing in-
store & buying online)
30%
Online Store
Research Options
Before shopping at stores
70%
Want a Shopping Experience
Seamless & integrated on all channels
69%
Make Purchases
On their smartphones
72%
Use Ratings & Reviews
As the #1 reason to purchase from a retailer’s website
51%
Key Takeaway : Millennials are the most tech savvy generation of all & a whopping 69% of them research about products before shopping

Customers Communication Preferences – Sample Data
20
Consumer Preferences Regarding Brand Communications
“From each statement below, please indicate
whether you like or dislike it when companies you
have bought something from…” Like it Dislike it It depends on
the company
Don’t
know
25%
30%
32%
34%
37%
39%
36%
33%
19%
21%
17%
11%
25%
30%
42%
35%
30%
40%
14%
7%
7%
10%
16%
10%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Offer to help (via chat or phone) before you've asked for it yourself
Ask whether you want to have alerts or information sent to your phone
Send you news or information they think you will find useful
Tailor their mailings or emails to you based on what they know about your past
purchases
Adjust offers to you based on where you live
Keep you up to date on their new products

Modern Customer Journey
RetainConvertAttract
Interest & Awareness
› Social / Search Advertising Email/ Text
Marketing Loyalty Programs YouTube/
Video Ads
• Television
• Billboard
• Online display advertising
• Newspaper/ magazine
• Radio
• Word of mouth
Research
Video Ads
• Television
• Billboard
• Radio
• Word of mouth
Purchase
Video Ads
• Television
• Billboard
• Radio
• Word of mouth
Experience
Video Ads
• Television
• Billboard
• Radio
• Word of mouth
Reach

How millennials learn about the product?
22
Key Takeaway : Amazon is the most preferred e-commerce platform for millennials. More than 3/4th of them check for online reviews
before making a purchase
Where How
Do They Research
Products?
80% Online Reviews
55% Retailer Reviews
53% Brand Website
50% In Store
52% Word of mouth
Do They Find
Products?
25% Amazon
15% Search Engines
10% Websites
12% In Store
10% Friends & Family

Brand Loyalty
Key Takeaway - To achieve Millennials brand loyalty, low price plays a pivotal role
Reasons For
Millennial Loyalty
Brand
Affinity
30%
Online customer
reviews
15%
Reliable
Delivery
26%
Easy-to-use website &
mobile site
25%
Good Prices
55%
23

24
Step - 2
Roll Out the Consumer Market
Research Survey

Consumer Market Research Survey
25
Who is the primary grocery shopper in your household?
(Please check one box)
o A Yourself
o B Spouse/Significant
Other
o C Parent
o D Other (please specify)
Q.1
How many times did you go grocery shopping within the last two
weeks? (Please check one box)
o 0
o 1
o 2 - 3
o 4 – 5
o More than 5
Q.2
At what type of store do you usually do your grocery shopping?
(Please check one)
o Natural/Organic food store (can be local/independently-
owned or chain stores such as Whole Foods)
o Chain supermarket (Kroger, Albertson's, etc
o Mass merchandiser (Super Wal-Mart, Super Target, etc.)
o Local/independently-owned grocer (not a natural/organic
food store
o Other (please specify)
Q.3

Consumer Market Research Survey - Contd.
o Spouse or significant
other
o Children
o Other family members
o Friends
o Colleagues
o None
o Other (please specify)
Besides yourself, which of the following groups of people influence your
purchasing decisions? (Check all that apply)
Q.4
As a grocery shopper, please rate how important the following issues are on a
scale of 1 to 7. If you do not know or have no opinion, please select "No opinion".
o Very Unimportant
o Neutral
o Very Important
o Don't Know/No Opinion
Q.5
1 Price
2 Product Availability
3 Package Size
4
Environmental Friendliness of
Product/Company
5 Brand
6
Social Responsibility of
Manufacturer
7 Where the Product is Made
8 Quality of Product

What is your annual household income before taxes?
(Select one)
Q.7
o A Less than $10,000A
o B $10,001 - 20,00
o C $20,001 - 30,000
o D $30,001 - 50,000
o E $50,001 - 70,000
o F $70,001 - 90,000
o G $90,001 - 120,000
o H $120,001 - $180,000
o I Above $180,000
How many people currently reside in your household?
(Select one)
Q.6
o A 1
o B 2
o C 3
o D 4
o E 5
o F 6
o G More than 6
Please indicate your marital status.
(Select one)
Q.8
o A Single
o B Married
o C Divorce
o D Widowed
o E Other (please specify)
o F Prefer Not to SayF

Please indicate your highest level of education:
(check highest level completed)
Q.9
o A Some high school
o B Completed high school
o C Some college
o D Completed college
o E Some graduate school
o F Completed graduate school
o G Other: Please specify
What is your zip code?
(Add here)
Q.10
Please indicate your political affiliation.
(Select one)
Q.11
o A Democrat
o B Republican
o C Independent
o D Other: (Please specify)
(Optional) Please enter your email address. This information will only be
used to enter you into a drawing for a free gift certificate and to contact
you if you are selected the winner.
Q.12

Step -3
Zero In On the Target Market
29

Identifying Your Market – TAM, SAM & SOM
30
Markets, Defined The SAM & SOM are portion of the TAM
TAM
SAM
SOM
Here’s an example
Say you’re introducing a new type of luxury tea brand.
Your TAM is everyone who drinks tea everywhere in
the world. In other words, the total tea market.
Total Tea Market : TAM
You’re planning to distribute in a limited region, say the
U.S., & selling to people who like higher-end tea brands
& are willing to pay a little more. That’s your SAM.
High-end tea drinkers located in the U.S. : SAM
There is already competition in the luxury tea
segment. The market share you reasonably
expect to acquire is your SOM.
Your share of those high-end tea drinkers : SOM
Defining your TAM, SAM & SOM
Total Addressable Market
The TAM is the value of the entire market or the
total possible demand for your product or service.
Serviceable Addressable Market
The SAM is the portion of the TAM that you can
actually reach with your product or service.
Typically limited by geography & demographics.
Share of Market
Also called the Serviceable obtainable Market, the SOM
is the portion of the SAM that you will acquire with your
product or service. This is your short-term target.

Customers Segments – Matrix 1
31
MarketGrowth
Market Shares
Dogs
Put here the customer segments that
represent a small share of a saturated
market
Forget about them!
They take a lot of energy from you at a
loss. Unless you derive other non –
financial benefits from them : CSR
(Corporate Social Responsibility), fun?
Cash Cows
Put here the customer segments
that are real “golden egg chicken” :
a large market share that has
reached maturity.
Continue to benefit from it
without investing more
They don’t cost much & are
very profitable
Question
Marks
Stars
Put here the customer segments that have
a high growth potential but a small market
share (niche segments).
With some investment & good arguments, it
is possible to make them “stars”.
Would you like to start investing?
Put here the customer segments that have
a high growth potential & a high market
share
Having them growing will cost you some
energy (time/ money), but it is hoped that
these “desired children” will one day
become “cash cows”
Keep Investing!

Customers Segments – Matrix 2
32
CustomerLifetimeValue
No. of Customers In Segment
VIPs
High-value individuals. Build
& maintain a strong
relationships with this group
Potential
Customers
Customers in this group can potentially
spend more. Implement strategies to
enhance CLV for this group
Non-core
Customers
Do not spend too much resources
unless this is a pilot group for a new
product that has growth potential
Core
Customers
Major contributors to your
business. Keep them satisfied
& find more of them

Target Customer Description
33
Target Description
Target Description › Urban and suburban women 18- 34 (70%) and 35-55 (30%) who wish to look beautiful and take care of their skin to look young and fresh
Their needs › Healthy young skin, to look beautiful, mask skin flaws
Their enemy › Pollution, oily skin, acne, and skin fatigue
Insights that tell their story
› “I have tried many skin products but nothing seemed to work and give the radiant look I wanted. The long working hours and increasing pollution levels are
taking a toll on my skin.”
› “I have a very sensitive skin. Exposure to sun’s harmful ultra-violet radiation has worsened my skin. I wish there was a product that worked perfectly for
sensitive skins and also make my skin look fresh.”
What do they think now?
› I saw the advertisement for brand XYZ skin care. I hope it achieves the results it promises. I am thinking of trying it after reading
some reviews.
How are they buying?
› They are reading reviews online and on all shopping websites that deliver the product. They also rely on their friends to give feedback of the product. Instagram
influencers also have a big role in influencing their decision to buy.
We want them to think/feel/do
› See : The product on shelf across major retail stores and all shopping websites.
› Think : A chemical-free, packed with natural ingredients and makes the skin glow
› Do : Try the product and see the difference to their skin
› Feel : Confident about their skin
› Whisper : Share their stories on social media and tell friends the benefits of the product

Target Customer Segmentation
34
› People with Internet access
› Age group of 25 to 50 years,“ as 45% of online
buyers belong to the 35-49 age group
› Focusing on a younger audience
DEMOGRAPHIC SEGMENTATION
› Convenience as a major reason for online purchases
› Interest in new categories
› New lucrative deals every day, every hour
› Low pricing as a major factor for purchasing online
SITUATIONAL SEGMENTATION
› Customers segmented by loyalty
› Customers who like innovations and changes to the website
› Those who value customer care first
› People who click on recommended and suggested products
the most
PSYCHOGRAPHIC SEGMENTATION
› International appeal
› Digital sales over 'real-world’ sales
› Focuses on developed areas
› For rural areas - smartphone use crucial
GEOGRAPHIC SEGMENTATION

Target Customer Persona
35
QUOTE
“We need a consultancy agency to help us give an
unbiased assessment of our weaknesses, use heat
maps to see the most engaging website pages and
reinvent the website for more conversions.”
Marketing Messaging
› Keywords- increase conversion,
marketing agency US
› CTA- Heat maps, increase conversion,
UI/UX enhancement
Demographic information
› Chicago, US
› 32 years old
› Marketing executive at a design agency
› MBA in Marketing
Psychographic information
› Running
› Volunteering for social causes
› Read fiction novels
› Play games on iPad
› Likes to purchase latest technology
Become marketing head in the next
2 years
Wants to create innovative marketing
campaigns
Wants to capture more leads using
multiple channels.
Goals
The Marketing Executive

36
Step -4
Execute Strategy & Measure Metrics

Customer Success Metrics that Matter
37
Customer Lifetime Value
(CLV)
Guide on how much you can profitably spend on
customer acquisition
Margin % * Average MRR
Monthly Churn %
CLV =
Customer Churn
Retention of customers is key to
Customer Success
Revenue Lost
Total Revenue
Churn =
Net Promoter
Score (NPS)
Monitor the NPS trend to see if you are "moving
the needle"
# Promoters - # Detractors
# Total Respondents
NPS =
Customer Health
Score
Best predictor of churn risk, up-sell and
conversion potential
Calculation dependent upon many different
signals
Product Activity
Score
A focused, easily understandable,
predictive result
Calculation dependent upon levels of all
activities
Customer Acquisition Cost
(CAC)
Maintain Customer acquisition at a
sustainable cost
Sales & Marketing Expenses
# New Customers
CAC =
01
02
03
04
05
06

Customer Success Benchmarks
38
Customer Churn <4%
MRR Churn <2%
Net MRR Churn Negative (-)
Expansion MRR Enough to make the above metric negative
NPS 50 is good (but Apple’s is nearly 90)
CSAT 80% is a common goal
What you should be aiming for

39
0
10
20
30
40
50
60
Item 1 Item 2 Item 3 Item 4 Room 5
Churned MRR% = Revenue lost from customer
that were lost & downselling/ revenue at the end
of the previous month
0
10
20
30
40
50
60
Item 1 Item 2 Room 3 Item 4 Item 5
Net MRR Churn%= Revenue lost from customer that
were lost & downselling – expansion revenue in a
given month/ revenue at the end of the previous month
Customer Churn% = Number of customers lost during the month/ the number of customers at the end
of the previous month
Churn

Expansion MRR% = New Revenue from
cross sells & upsells during the month/
revenue at the end of the previous month
Net Negative Churn% = Lost Revenue% -
Expansion Revenue%
Example : Lost Revenue of 1% - Expansion
Revenue of 3% = Net Negative Churn of 2%
40
Expansion

41
Net Promotor Score
Net Promotor Score = % of Promotors - % of
Detractors

42
Customer Health
Weigh each input by measure
of importance
Categorize the inputs for your score Create a Risk Rating & Score Card

How to Segment & Target the Right Customer Icons Slide
43

Agenda
45
9:00am-10:00am
Agenda
01
10:00am-11:00am
Agenda
02
11:00am-12:00pm
Agenda
03
12:00pm-01:00pm
Agenda
04
01pm:00-02:00pm
Agenda
05

46
Company Introduction
This is a representative image, and should be replaced by your own
image. Just right click and replace image.
Target Audiences
Value Clients
Preferred by Many

Our Mission Vision Values
This is a representative image, and should be replaced by
your own image. Just right click and replace image.
Goal
Vision
Mission
47

Our Goals
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to your needs and capture your
audience's attention.
Goal 1
Goal 2

Name Here
Account Manager
Name Here
Business Slide Designer
Name Here
Creative Director
Name Here
Content
Name Here
Customer Representative
Name Here
Slide Designer Artist
Name Here
Graphic Designer
Name Here
Human Resource
Organization Chart
49

Comparison
50
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60% Users
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your needs and capture your
90% Users

Bar Chart Template
51
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5050
30
60
65
60
0
10
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30
40
50
60
70
FY 16 FY 17 FY 18 FY 19 FY 20
Years 2020
SalesinMillion
Product 01
Product 02
Product01
Product02

Pie Chart Template
52
Product 01
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needs and capture your audience's attention.
Product 04
Product 02
needs and capture your audience's
attention.
Product 03
40%
18%
30%
12%

Marketing Dashboard Template
Low
30%
Medium
50%
High
90%
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Linear Diagram
54
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01 02 03 04 05

Circular Diagram
55
01
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Marketing Roadmap Template
56
02
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01
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03
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Timeline Template
57
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2017
This slide is 100%
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2018
This slide is 100%
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2019
This slide is 100%
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2020

58
Thank You
Contact Number
0123456789
Email Address
emailaddress123@gmail.com
Address
# street number, city, state

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