How much money is your business wasting on the hard slog of momentarily winning a disloyal customer? Is that even something you measure? Growing the wallet share of your existing customers has lower ...

Every customer your business interacts with has unique needs, tastes, budgets, and more. So, it doesn’t make sense to treat all your customers alike. A marketing campaign that tries to speak to your ...

Customer segmentation is all about categorising a company’s customer base into distinct groups based on critical parameters. While creating customer segments, a SaaS player may only consider primary ...

Brands chasing growth through new segments often alienate their most loyal customers. Here’s how to manage segment conflict before it breaks your brand. Segment conflicts matter. Customer segments ...

Before embarking on a shopping journey, customers often find themselves in a state of awareness where a specific need or desire has sprouted in their minds. A growing recognition of a gap ...