STRAT7 Bonamy Finch: Driving Customer Centricity through hybrid segmentation and machine learning

STRAT7 Bonamy Finch launched a customer centric transformation programme in collaboration with a global insurance company to target prioritised segments via the CRM platform and other channels, communicate with customers, sharpen value propositions, capture market opportunities, and prioritise investments.

Summary

This submission describes a hybrid segmentation and implementation conducted in collaboration with a global insurance company across multiple markets and regions. This innovative segmentation approach incorporates extensive customer data, 3rd party data, and AI with primary research to deliver a single framework that can be operationalised across diverse organisational functions - overcoming the serious limitations of solus survey and database approaches.

The fundamental elements of successful hybrid segmentation are outlined. Beginning with an extensive database familiarisation phase, subsequent representation of database content in the main survey, before proceeding to parallel data collection with market-representative and customer-only samples. The analysis...

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