Customer Segmentation

Customer segmentation is more complex than it once was. To win and keep today’s empowered customers, organizations need to understand their technology preferences, appetite for innovation, and, increasingly, their preferences around data privacy. Read Forrester’s insights on the evolving practice of customer segmentation.

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Insights

Blog

Emotionally Charged Consumers Are Ready For New Experiences

Anjali Lai July 1, 2021
A reemerging sense of community has rekindled consumers' enthusiasm. Brands should match that enthusiasm to maintain strong momentum.
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Blog

Building A Private Bank For The Next Generation

Vijay Raghavan April 22, 2021
Significant gaps continue to exist in private banking, forcing firms to rethink pricing and organizational models. As a result, high-net-worth clients are not fully benefiting from some of the digital innovations that are changing how customers interact with their private banks. To identify the top “Global Private Banking Trends In 2021,” we interviewed senior executives […]
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Blog

Financial Services Firms Need A More Relevant Customer Segmentation Model: Introducing Forrester’s Financial Well-Being Segmentation

Aurelie L'Hostis April 19, 2021
Even before the onset of the COVID-19 pandemic, consumers were already facing multiple financial challenges, and many were worried about their financial situation. The pandemic has impacted consumers’ finances further, with many lacking financial resilience and confidence in their financial future. Financial Services Firms Need A Framework To Better Understand Their Customers’ Financial Mindset And […]
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Blog

Understand Today’s Investors In Metro China, Hong Kong, And Singapore

Tom Mouhsian February 24, 2021
Why You Need A New Segmentation Approach To Understand Today’s Investors Wealth management firms commonly segment their clients by investable assets. But this is not enough to help firms decide on new products and services or optimize customer engagement models. Self-directedness is a crucial dimension that reliably predicts many investor attitudes and behaviors (see Figure […]
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Blog

Consumers Are On Social Media, But That Doesn’t Mean They Want To Hear From You

Jessica Liu January 29, 2021
Brand marketers shouldn’t be asking if their consumers are on social media, but rather, “Do they want to hear from my brand?” Discover the segments of social customers and their preferences.
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Blog

In Times Of Crisis, Empathy Fuels Loyalty

Martin Gill December 18, 2020
We've identified four risk profiles to help understand global consumers' sensitivity to health and financial risks in relation to the COVID-19 pandemic.
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Blog

Predictions 2021: Divided Consumers Will Wrestle With Escalating Individual, Community, And Global Tensions

Anjali Lai October 16, 2020
Escalating tensions will influence consumer behavior in 2021 as we move beyond crisis mode and see the new patterns forged from the current crisis. Read our consumer predictions for 2021.
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Blog

Straight From The Source: Collecting Zero-Party Data From Customers

Stephanie Liu July 30, 2020
Marketers are building out experiences to ask customers about volunteer zero-party data that they can’t infer, buy, or collect elsewhere.
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Blog

Microsegmentation: The Missing Piece In Your Customer-Obsession Puzzle

Lori Wizdo July 19, 2020
It's time for B2B marketers to rethink segmentation. Learn how refining your approach can help you engage and drive more revenue from your customer base.
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Blog

The Effect Of COVID-19 On Canadians’ Financial Well-Being

Peter Wannemacher May 18, 2020
Even before the COVID-19 outbreak, our research showed that Canadian consumers were facing multiple financial challenges and were worried about their financial situation. To see how the pandemic was impacting consumer finances and behaviors, we surveyed 1,119 Canadian online adults in April 10–15, 2020 and found that Canadians: Are already feeling the impact of COVID-19 […]
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Blog

Healthcare CRMs Are The Key To Unlocking The Digital Front Door: Takeaways From The Forrester Wave™

Arielle Trzcinski March 12, 2020
Healthcare organizations (HCOs) should look to healthcare customer relationship management systems (CRMs) to enable their “digital front door” strategy and meet the growing demands of their customers for a great experience — both digitally and beyond. The recently published report, “The Forrester Wave™: Healthcare CRM Providers, Q1 2020,” identified the seven most significant players in […]
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Blog

Q&A On CX Measurement And ROI

Maxie Schmidt February 26, 2020
Have questions about CX measurement, business cases, and ROI? Get answers in this Q&A.
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Blog

It’s The Most Wonderful Time Of The Year For Segmentation

Brandon Purcell December 16, 2019
Well, sort of. It actually depends on what type of segmentation you’re interested in, which of course depends on what you plan to do with your segmentation. (Segmentation is not an end in itself but a possible means to an end.) My new report, “The Best Of Times And The Worst Of Times For Segmentation,” […]
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Blog

Charles Schwab’s Acquisition Of TD Ameritrade Spells Further Consolidation In The Brokerage Industry

Vijay Raghavan November 22, 2019
The story of how Charles Shwab's potential acquistion of TD Ameritrade came to be and what to expect from the fallout.
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