by Tony Vidler
It is logical to do a bit of client segmentation so that you can figure out what levels of service can be offered to which clients profitably. The funny thing is that most of the time it is the “profitably” part that gets lost in the client categorisation process….
While there are many many ways to segment a group of people taking into account demographics, behaviours, natural groupings or affiliations and so on, these various methods of grouping people tend to overlook the essential elements of whether they are growth clients for the future or to place a value upon their future cashflow is to the firm.
Even if this is achieved though the next challenge is figuring out what effort or resources should be applied to each category or segment of clients on a commercial basis – but also taking into account the need to grow some of those client relationships.
In this weeks quick video we discuss an easy way to segment clients on a purely commercial basis, and then offer some strategies around which servicing and communications efforts make the most sense (commercially!) for each….
Watch the video to learn more…