Segmentation: Divide and conquer

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Segmenting your client base can offer rich rewards. But cut carefully, says Louise Druce.

If you want good client relationships, its important to know who your clients are. This doesnt mean taking them out for a coffee or calling them on a regular basis, although theres no reason why you shouldnt, but identifying what they want so you can provide a better service.

One way to achieve this is through segmentation. Some people have confused this with targeting or personalisation but it runs much deeper than that, providing an opportunity to categorise who and why you would want to target certain clients in the first place. For example, there are some clients who are com...

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