Customer Segmentation
SalesDefinition
Customer Segmentation in SAP refers to the process of categorizing customers into distinct groups based on specific criteria, such as demographics or purchasing behavior, to target marketing and sales strategies effectively.
Detailed Description
Customer Segmentation is a method used within SAP's customer relationship management (CRM) systems to categorize customers based on various data points. By segmenting customers, businesses can tailor their marketing strategies, personalize customer interactions, and target market efforts more effectively. This practice enables companies to enhance customer satisfaction and drive sales growth by recognizing the unique needs and preferences of different customer groups.
Key Features
- Ability to define multiple segmentation criteria
- Integration with customer relationship management modules
- Real-time data analysis and reporting
- Support for dynamic segmentation based on changing behaviors
Common Modules
SAP C/4HANA
A comprehensive suite for customer experience management, offering functionalities for marketing, commerce, sales, and service.
SAP CRM
The Customer Relationship Management module in SAP, which supports processes like marketing, sales, and service that involve customer interactions.
Examples
Defining a Customer Segmentation Model
Example code for creating a customer segmentation model in SAP CRM using ABAP.
DATA: lt_segments TYPE TABLE OF crmd_orderadm_i. SELECT * FROM crmd_orderadm_i INTO TABLE lt_segments WHERE ... ENDSELECT.Popular Implementations
B2B Customer Segmentation
A B2B enterprise segments clients based on industry type and annual revenue to tailor sales strategies and improve client engagement.
Retail Customer Segmentation
A retail company uses customer segmentation to categorize shoppers based on their purchasing behavior, enabling targeted promotions and personalized marketing communication.