How to strengthen Customer Loyalty, using Customer Segmentation?

• Author: Melnic E.L.
• Pages: 51-60

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 9 (58) No. 2 - 2016

How to strengthen customer loyalty, using

customer segmentation?

Elena Lidia MELNIC1

Abstract: Do you provide exceptional customer service?”, “Is the customer service in your

company extraordinary?” “How to convert satisfied customers into loyal customers?” - are

the most frequent questions of today’s managers and have driven the research on this article

to getting the answer to a highly important marketing topic “How to strengthen customer

loyalty using customer segmentation?”. Anyone who has bought a product or a service has

probably suffered at least once from a company’ s apparent indifference to what should be its

first concern: the customer experiences. If this is the case, the company is in a wrong

direction, since loyalty is the most powerful tool in today competitive market. To strengthen

the bonds with these high-profit customers, innovative companies are deploying enterprise-

wide strategies built on consumer segmentation.

Key-words: customer satisfaction, customer loyalty, captive customers, customer

segmentation

1. Introduction

It used to be that marketing was segmented into two categories; business-to-business

(B2B) or business-to-consumer (B2C), but that’s not valid anymore.

We live in a remarkable, revolutionary time where humans are more connected to

technology than ever before. With technology comes the constant influx of

information thrown at consumers on a daily basis.

This has, in turn, forced businesses to reevaluate their approach to marketing. With

humans so attached to their technological counterparts, businesses must find ways to

reconnect with consumers on each device and each social platform they use, but in a

way that enables those consumers to actually feel connected to the business on a

more human level than was previously ever required.

As opposed to the Industrial Era where big businesses cast a shadow on their

audience with power, authority, and demanded respect, the Human Era, that we live in

1 Transilvania University of Braşov, melnic.elena.lidia@unitbv.ro; elena_melnic@yahoo.com