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New customer segmentation for leading mobile provider

Project Management

- Objective: Finalization/simplification of a new segmentation model based on motivational drivers
- Desk research based on data from numerous market research and customer studies
- Integrative concept that merges both motivational (limbic) and needs-based segments
- Deduction of media usage, e-commerce affinity (apps, web shops, self-service) and openness for innovations (handsets, tariffs)
- Presentation to board level (approval), top-down training of middle management including agencies and customer care team leaders

Industry

Telecommunication


Duration

3 months


Years

2007, 2010, 2014, 2018