Issue link: https://b2b.quarry.com/i/942501
B2B IN THE AGE OF CUSTOMER EXPERIENCE The Experiential Segmentation Workshop Preparing your B2B firm to compete in the experience economy 6 OUR SEGMENTATION FRAMEWORK Accordingly, the segmentation framework we use is best described as: Purchase volume Company size Industry vertical Loyalty Adoption psychographic Other: The cause-effect logic of this framework is as follows: We assume the difference that makes a difference between customers is: Because: This theory is helpful in these respects: This theory is less helpful than I'd like in these respects: The names of the segments we market to are: 1. 2. 3. 4. 5. B2B IN THE AGE OF CUSTOMER EXPERIENCE The Experiential Segmentation Workshop Preparing your B2B firm to compete in the experience economy 11 STANCE Name some common but incompatible preferences relevant to your field of experience: (For example: a need for financial advice AND a preference not to be taken advantage of by a financial advisor.) AND AND AND AND AND Explain a behaviour you observe (or imagine) based on a habitual trade-off between these preferences: 11194_Q_Workbook_printers.indd 12-13 2018-02-12 4:20 PM