Acerca da segmentação de clientes

"where we were finding an increasing disconnect between telling people about segmentation, targeting and positioning on the one hand, and about the increasing shift of control from brands to consumers, on the other.
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"we can't be all things to all people," while preaching the gospel of co-creation at firms,
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advocates a mindset shift away from selling products to "doing jobs" that solve customers' problems.
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We agreed to work on a new kind of segmentation based the combinations of jobs that customers need to get done. Here's how the "jobs done" segmentation works:
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Step #1: Identify the contexts in which customers are using the company's products.
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Step #2: Combine information about transactions and customer behaviour in the contexts to describe each of the jobs to be done.
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Step #3: Map individual customers to jobs, using the data. Each customer would be scored according to the relevance for him or herself of each of the jobs done. ... The customer profiles would be spread across all jobs. From there it's a simple step to cluster customers on their mix of jobs to be done rather than on their "raw" behaviour, demographics or attitudes. For each segment, there may be only three or four jobs to be done that are crucial.
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Setting the job done framework as a basis for customer segmentation allows us to use all the relevant data for customers in a meaningful and structured fashion. Firms can see how customers are hiring solutions for the jobs important to their lives and observe customers in the action of getting the job done (or in some cases, not getting it done)."

Trecho retirado de "A New Framework for Customer Segmentation"