How to segment customers in a CRM system?

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1. Collecting customer data
For successful segmentation in a CRM system, it is important to have enough data about each client. This may include:

Demographic data (age, gender, region, family).
Behavioral data (purchase history, purchase frequency, website traffic, response to promotions).
Financial data (amount spent, average bill, order frequency).
Preferences (preferred categories of goods or services).
Example: An online store's CRM system collects data on what products customers buy, how often they make purchases, their age and geographic location.

2. Selection of criteria
After collecting the data, you need to choose the characteristics kenya email list based on which segmentation will occur. In CRM, you can use various filters and tags to select clients into groups. The criteria can be:

Demographics: gender, age, location.
Behavioral: frequency of purchases, preferences in product categories.
Economic: amount of purchases, solvency.
Psychographic: interests, loyalty, brand perception.
Example: In a service company's CRM, you might create groups based on how often customers request services (regular vs. one-time customers) and what services they order.

3. Building segments
Based on the selected criteria, the CRM system automatically or manually creates segments. They can be created according to the following characteristics:

Repeat customers and new clients.
High and low average bill.
Frequent buyers and rare buyers.
Customers with high loyalty and those who demonstrate low engagement.
Example for an online store: The “Active Buyers” segment might include those who make purchases monthly and spend more than $200 per order, and “Rare Buyers” might include those who make a purchase once every 6 months.