Segmentation: Divide and conquer
Segmenting your client base can offer rich rewards. But cut carefully, says Louise Druce.
If you want good client relationships, it’s important to know who your clients are. This doesn’t mean taking them out for a coffee or calling them on a regular basis, although there’s no reason why you shouldn’t, but identifying what they want so you can provide a better service.
One way to achieve this is through segmentation.