Customer segmentation is an important function because not all customers are homogenous. Also not all customers are heterogeneous. Instead customers exist in definable pockets, within which there is some homogeneity.
Through a research process that includes qualitative and quantitative tools Plus 94 helps clients to understand their customers better, which in turn will help the client to get maximum mileage out of each customer, and to tailor communications more appropriately.
This tool helps the marketer to serve their market better by identifying segment needs, instead of using a one size fits all approach. It sharpens the brand manager’s competitiveness and, if correctly applied, should result in better recognized and more satisfied customers.