Customer segmentation definition

Customer segmentation refers to the process by which a company divides its customer base into smaller groups or segments that share similar characteristics. These characteristics may be demographic, geographic, psychographic, or behavioral.

The goal of customer segmentation is to better understand the needs and preferences of different customer groups and develop tailored marketing strategies and messages.

Importance of customer segmentation

Customer segmentation is an important tool for improving the effectiveness of marketing and sales strategies. Indeed, segmentation enables companies to deploy their resources more efficiently and accurately by focusing their efforts on the customer segments that are most likely to make a purchase or have high customer loyalty. In addition, customer segmentation enables personalized communication and interaction, which can lead to an improved customer experience.

Customer segmentation and other marketing concepts

Customer segmentation is closely linked to the concept of the“customer journey“. By understanding the different customer segments, companies can identify the specific paths and touchpoints their customers go through on their journey from awareness to purchase.

In addition, customer segmentation plays an important role in creating buyer personas. A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. Segmentation allows companies to identify the specific characteristics, needs, and behaviors that define their buyer personas.


In summary, customer segmentation is the process by which companies divide their customers into smaller, similar groups in order to optimize their marketing and sales strategies. This process helps in almost all marketing activities and allows to provide a better experience to the potential customers of a company and target them more precisely.