Client Segmentation Help Page and FAQ
Last updated: September 19, 2023
Background
Segmentation started in 2017 with classifying customers and leads based on potential size (revenue) by creating Tiers. It was necessary to help prioritize which customers should receive service first in reactive queues (CS) or which customers sales should focus its efforts on. After tiering, there was a transition to types. All leads and live customers could be divided into groups based on their type.
The objective now is to move to a more comprehensive customer segmentation – dividing the customer base into different groups based on common characteristics.
Client Segmentation
What is client segmentation?
Client segmentation is the process of dividing up clients based on common characteristics – such as demographics or behaviors.
Why segment?
- Accelerate our growth by providing better growth advice to specific client segments.
- Deliver client value by increasing the quality of content specific to each business and user.
- Research and build product features that drive retention and growth for specific client segments.
What framework was used to segment FareHarbor clients?
- What is the end-consumer doing?
- Where does the experience take place?
- How is the experience organized?
- When does the trip take place?
- See Client Segmentation _ Aloha Friday Edition for more information.
What are the segments and categories?
What is an example of a live customer of every category?
| Segment | Category | Type Example | Company Example | |
|---|---|---|---|---|
| Tours | Big Water Tours | Whale-watching | Pacific Whale | |
| Small Water Tours | Airboat | Captain Jack Boat Tours | ||
| Air Tours | Helicopter | Blue Hawaiian | ||
| Vehicle Land Tours | Train | Winetrain | ||
| No Vehicle Land Tours | Walking Tour | Antelope Canyon Tours | ||
| Activities | Capacity-based water activity | Fishing | Hawkscay | |
| Water-rental activities | Surf | Wacosurf | ||
| Land-rental activities | ATV | Backbone Adventures | ||
| Snow Activities | Snow Activities | JH Back Country Rentals | ||
| No Vehicle Land Activities | Zipline | Kauaibackcountry | ||
| Indoor Activities | Escape Room | Escape Room Novi | ||
| Attractions | Museum | Casa Vicens Gaudi | ||
| Museum | Museum of Illusions Austin | |||
| Events | Theater | Boom Chicago | ||
| Transport and lodging | Ferry | Inter Island Ferry |
What are the definitions for each category?
Frequently Asked Questions:
How are segments and categories different from super-types?
Super types were created over-time. Lead Generation would add primary types and organize them together into Supertypes based on what made sense. Segments and categories are similar but have more structure and data supporting them. The framework ensures that what, how, when, and where questions are aligned across segment/category.
What primary types are within what category and segment?
You can find the full list of the taxonomy of categories and segments in Official Client Segments Taxonomy – Updated 2022-08.
Where can I find segments in Close?
The custom fields are called “Client Segment” and “Client Category.”
Will all leads automatically be updated in Close?
Yes, this was made possible by Lead Generation and Data Engineering.
What should I do when I think a type is in the wrong category or segment?
As we get a better understanding of the companies, some of the types will have to be moved over from one category to another. You can submit this form for that.
Some companies have multiple types, how does that work?
The framework is built around the primary type. This should be the type that drives the most revenue for the company. It’s up to Lead Generation, Sales, and AM to assess what the primary type for a lead or live customer should be.
Is it possible to do segmentation on the item level?
For now this is out of scope, but over-time we will review if we can implement item-level type tagging. That would make the whole framework more accurate.
How should I be using segments and categories?
We are still in an exploratory phase–there’s tons to research and learn about our segments and categories. That said here are some ways segments are being used across the business:
- The GMs and Product Leadership are incorporating segment-specific recommendations in their annual planning.
- Account Manager portfolios have been segmented according to our client segments.
- Many of our reports and systems now include information aligned to segments and categories.
As an individual, we recommend that you familiarize yourself with the segments and categories–read the reports that are sent, and understand how they impact our strategy. Many of our teams won’t be organized by segments, but they’re still important to understand as many company-wide decisions will take them into consideration.