Effective customer segmentation is critical for any company and is key to a company’s growth. Segmentation means to divide the marketplace into parts or segments, which are definable, accessible, actionable, and profitable with growth potential. A customer segmentation model allows for effective allocation of marketing resources and the maximization of cross and up-selling opportunities. It is the process of parsing potential customers into groups, based on characteristics like shared interests, need, or location. Segmentation can be based on either demographic, psychographic, behavioural or geographic criteria.

Salesforce effectively segments your existing and potential customers to optimize the efforts of sales agents, allowing them to  use their time more effectively in activities requiring the human touch.

Features of Salesforce pertaining to market segmentation:

• The Customer 360 platform of Salesforce gives you a panoramic view of the customer- the master record, with important information shown as views and attributes. The attributes can either be profile based such as the name, location, gender, age, opt-in date or based on customers’ preferences. Salesforce Segmentation filters out the data list and data extensions based on attributes to list the target customers for effective communication.

• Automation, another critical feature of Salesforce segmentation drastically reduces manual intervention by pre-scheduling data filter operations at regular intervals based on requirement. This eliminates the need to run manual query report each time and saves time, money and resources. The sales team is now equipped with all the data required for better customer engagement.

• Audience Builder has an intuitive, easy-to-use interface that allows automation in a more sophisticated way, without the need to write data queries, giving a deep insight into the customers’ attributes and behavior.

Effective implementation and application of Salesforce customer segmentation helps an organization gain a significant share of specific market segment, retain more customers, increase growth opportunities, and enhance profits. With a track record of helping many companies undergo a smooth Salesforce transformation, we are highly experienced and passionate about creating many more success stories.                  Contact us to see if Salesforce is a good fit for your organization.