CASE STUDY
SEGMENTATION LEADS TO STRONGER BRAND RELATIONSHIPS
CASE STUDY
SEGMENTATION LEADS TO STRONGER BRAND RELATIONSHIPS
Making sense of your customers’ experience is a complex, ongoing endeavor. Establishing a customer segmentation strategy is one way to better understand their key differences.
A health insurance provider wanted to identify distinct segments of their customers, recognizing that not all companies have the same health benefit needs.
THE CHALLENGE
Identify key factors impacting the selection of health insurance providers.
Uncover unmet needs to find ways to better serve customers.
Develop a segmentation scheme to use when profiling customers and prospects.
THE RESEARCH
Quantitative study with employee benefits decision-makers.
Six unique segments were identified, based on the data analysis and segmentation modeling.
Segments were chosen based on: business outlook and company firmographics, key health insurance purchase criteria, and level of responsibility toward providing employee health care benefits.
THE RESULTS
Customized proposal development and benefit package design to ensure products meet customers’ specific needs.
Developed customized marketing communications, customer service training, and new product offerings based on a deeper understanding of each segment.