Web Segmentation & eCRM

Overview
This interactive tool guides you through a strategic three-step process to design customer-centric website functionality and eCRM campaigns. You'll identify customer segments, select relevant web functions, and map how each function should be customized for different audiences.

Step 1: Identify Key Customer Segments
Define 3 to 9 distinct customer segments that represent your target audiences. Think about:

• Who are your most important customer types?
• What different needs, preferences, or behaviors do they have?
• Which segments are the focus of your eCRM and personalization efforts?

Examples: "College Students," "Small Business Owners," "Enterprise Clients," "Budget Shoppers," "Premium Members"

Step 2: Select Web Site Functions
Review the 25 web functions provided and check all that are relevant to your website or digital strategy. These range from e-commerce features (shopping cart, payment options) to engagement tools (live chat, customer reviews) to content delivery (blogs, video, podcasts). Select only the functions you plan to implement or are considering for future development.

Step 3: Complete the Web Segmentation Matrix
This is where strategy meets implementation. For each function you selected, describe how it should be designed, positioned, or customized for each customer segment:

• Work across rows: Complete one function at a time across all your segments
• Be specific: Describe what makes this function appealing or useful to each segment
• Note similarities: Some functions (like Maps/Directions) may be identical across segments
• Highlight differences: Others (like User Forums or Email Newsletters) should be tailored significantly

Example: "Live Chat" for "College Students" might emphasize quick answers about financial aid, while for "Small Business Owners" it might focus on implementation support and ROI discussions.

Export Your Results
After completing your matrix, click the "Complete/Update Matrix" button. You'll then have two export options:

• RTF File: Opens a formatted document you can save in Microsoft Word or Google Docs
• HTML Table: Displays a copyable table you can paste into presentations, reports, or project plans

Implementing Your Strategy
Use your completed matrix as a blueprint for website design and development:

• Create customer self-selection pathways: Use navigation, landing pages, or quizzes to guide customers to segment-specific content
• Personalize experiences: Implement dynamic content that adapts based on customer segment identification
• Maintain brand consistency: Keep overall design and messaging cohesive while customizing functional details
• Plan phased implementation: Use the matrix to prioritize which functions and segments to develop first

Your results provide a strategic storyboard that bridges customer needs with web functionality—essential for effective UX design and digital marketing.

Tips for Success

• Start with your most important 3-4 segments before adding more complexity
• Focus on functions that genuinely differentiate your customer segments
• Be realistic about implementation—prioritize functions that offer the most value
• Save your work regularly by clicking "Complete/Update Matrix" to refresh your session
• Review your matrix with team members or stakeholders before finalizing web design