CUSTOMER SEGMENTATION AND RELATION: A GUIDE TO PRODUCT DELIVERY AND PUBLIC RELATIONS

A very often overlooked segment in any business and even in our general conduct is the customer segment, often companies disregard this minority but yet CRITICAL segment let us use RIM( research in motion limited) the makers of the smart phone blackberry , now when blackberry came out in 1999 its mission was to provide up to date by the minute communication for customers and in 10 years it has taken over the market now every one wants to be a part of it even though we know the technical aspect of the phone is ummmm to be polite rubbish what has made it stand out is its strong acceptance by customers who like to "ping" or IM away without a strong customer acceptance and right customer segmentation they wont have succeeded but recently they have forgotten that what made them popular can also destroy them on Monday of this month they had a huge technical breakdown one will think that they would have immediately responded to their millions of customers take apple for instance rather they just spoke some gibberish techie term n dat was  all while business men lost a lot of deals online and communication dropped now after 3 days they apologize now that is BAD PR immediately negative reactions have trailed them and their stocks have fallen most of these wont have happened if effective strategic planning was done as well as customer segmentation and dry runs now this brings us to the crux of te matter customer segmentation and relation is a continual process f evaluating how products offered by companies affect the day to day operations of a customer and segmentation is breaking down products depending on type,race,devpt,sex,language,socio-cultural and economic factors, economy etc. now if we know that WE are the makers and breakers of product companies need to be careful on strategies they implement that can affect customer taste because this can lead to unfavourable conditions.

here in Nigeria the music industry have not been using this and that is why our artiste do not grow the fact is this you need a fanbase to be recognized and fans need you for entertainment to project yourself you must entertain their diverse taste one critical complaints from fans are the fact that musicians never have time for their fans which is crazy when you look at it you cannot continue to feel you are in control because when you lack talent you need to make it up with other things to keep fans interested it is this reason alone you need to understand customer relation in next weeks blog i will be talking about the steps in achieving such.