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 9 Zombie Segments: Persistent counterproductive views of the customer that date to earlier times, success patterns, competitive dynamics and customer motivations & behaviours. Effects we experience: Phantom Segments: Views of the customer that have authority not because the are strategically optimal or grounded on deep insights but because they follow the way data is organized. Effects we experience: Shadow Segments: Areas of market opportunity that are untapped, customers that are poorly serviced and safe-havens that are offered to competitors because these customers are obscured from sight by the prevailing segmentation framework. Effects we experience: No Zombies No Phantoms No Shadows Yikes Yikes Yikes Zombies, Phantoms & Shadows Diagnostic B2B IN THE AGE OF CUSTOMER EXPERIENCE The Experiential Segmentation Workshop Preparing your B2B firm to compete in the experience economy 8 DESIGNING THEORY Observe Categorize Correlate What's the class? What are the What correlations relevant attributes exist between (the difference that attributes and that makes a difference)? outcomes of interest? Explain Contextualize Apply What causes the In what situation What if>then outcomes of interest? must the theory be principles should applicable? guide practice? 11194_Q_Workbook_printers.indd 16-17 2018-02-12 4:20 PM