Insights Blog

Companies striving to create and capture customer value must quickly realize that they sell more than just a product. Failing to do so forces a company into an unsustainable trap of price pressure and margin compression as competitors find ways to match new features and customer continue to negotiate on price.  A more sustainable approach to creating true differentiation starts by gaining a deep understanding of the customer’s value outcomes and how they make money and then creating solutions that align to the customer’s business model. 

This is the third in a 3-part blog series covering the role of the customer decision journey map in designing the optimal customer experience and how modern companies can stay on top of this dynamic and vital tool for marketing excellence. Part 1 can be read here and Part 2 is here.

This is the second in a 3-part blog series covering the role of the customer decision journey map in designing the optimal customer experience and how modern companies can stay on top of this dynamic and vital tool for marketing excellence. 

This is the first in a 3-part blog series covering the role of the customer decision journey map in designing the optimal customer experience and how modern companies can stay on top of this dynamic and vital tool for marketing excellence. 

How to Balance the Need for Local Customization with the Need for Scale and Efficiency

Our last post defined and discussed the challenge faced by companies applying segmentation to an expanding global market. Companies are faced with the following questions: How can we balance our needs for scale and efficiency globally with the specific and differentiated needs of the local market? EMM has led global segmentation projects for several multi-national clients, and we offer the following specific steps for how this can be accomplished.

Balancing the Need for Local Customization with the Need for Scale and Efficiency

By now, we all understand the importance of segmenting our customer base and selecting target segments. In this two-part post, I’ll discuss how to effectively segment in a global market.

Segmentation enables us to better customize our products, services, channels, messaging, and more to align with our target segments’ needs and better penetrate and grow with our customers. We can also better scale our company costs by focusing on a few target segments.