Case study 3
BT uses a number of traditional segmentation techniques to address its customer base:
Horizontal
BT has developed a number of horizontal themes directed by the key issues identified by customers in the Insight Interactive programme. These include:
-
Customer Relationship Management;
-
Supply Chain Management;
-
Knowledge Management; and
-
Business Agility.
Vertical
BT'slargest customers by revenue sit in vertical segments connected to SIC code: Finance, IP and New Media, Retail and Brands, Government. Dedicated account management and service teams address the largest customers. Industry marketing teams develop programmes to address key industry issues.
Size
Accounts below a certain revenue threshold sit in units within verticals that deal with the clients through a greater variety of sales channels ? desk based account management, telesales desk and increasingly e-channel. Segmentation can be efficiently done via turnover, employees, sales in a sector, market share, and territory. Growth can be analysed by the FTSE 100/250/500/1000.
Product
To drive campaign revenues BT segment by product ? either to move clients back to their product or to move them up to the next product or proposition in the chain.
Market opportunity
Increasingly BT will differentiate their approach based on researched market growth opportunities.
By role
For communications purposes BT segment by role. The primary split is telecoms and IT and senior decision-makers ? a generic term for functional managers outside telecoms and IT.
By Expenditure
Marketing, capital goods, sales, customer relation management, expansion, and acquisitions.