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Characteristics of Mindset Segmentation

Characteristics of Mindset Segmentation

 Human
  • Humanize employees’ understanding of customers.
  • Engender empathy for customers, particularly among employees who are not in customer-facing roles.
  • Use real names to increase the psychological connection to customers, instead of analytical names based on behavior.
  • Enable a plausible, fictional conversation with customers so that we might hear their point of view and understand how they want to be treated.

 

 Poignant
  • Provide organizational clarity through a manageable number of segments that represent truly distinct mindsets with respect to the industry and company brand.
  • Create memorable ideas through extreme characteristics that accentuate customers’ psychological dispositions.

 

Enduring 
  • Remain independent of any specific products or services.
  • Developed with a long-term view, not an effort to find the company’s next high-value customer.
  • Easily align with other types of customer data.
  • Driven by values and not altered by extreme market disruptions, changes in financial status and other events.
  • Transcend business lines and functional disciplines.

 

Relevant
  • Provide a compelling and overt correlation between business decisions and human outcomes.
  • Enable employees to empathize with customers’ desires and values, thereby humanizing customers in an otherwise rational and data-driven environment.

 

 Predictive

 

  • Illuminate emotional fears and motives that establish perceptions.
  • Anticipate and predict reactions to change. Therefore, they offer a valuable tool for scenario planning.
  • Designed for understanding, therefore, they cannot be developed through a marketing lens which focuses on the current product and service offering.