Looking Beyond Segments: Why Customer Modalities Matter Most

customer experience

Looking Beyond Segments

Why customer behavior modalities matter most

February 17, 2015
by Anthony Pannozzo

Customer segmentation is a process of dividing consumers into groups based on demographics such as their age, gender, spending habits, or interests. But simply segmenting your customer base doesn’t reveal enough to design a holistic customer-centric experience.

Companies must look beyond segments, and examine their customers’ modalities — the behavior modes that customers are in when they make certain purchasing decisions — to fully anticipate and meet their needs.

Anthony Pannozzo, SVP, Experience and Service Design at Continuum, explains why customer behavior modalities matter (and more) in this Close Up video:

Embedded content: https://www.youtube.com/watch?v=YT7pOijRYTY
filed in: customer experience, innovation capability