Segmentation

T&H CX > CUSTOMER EXPERIENCE AGENCY > EXPERIENCE > Segmentation

Use customer segmentation to uncover growth opportunities, sharpen targeting and design experiences that resonate with distinct customer needs

The Foundation for Relevance

Not all customers are the same. Treating them as if they are often leads to generic experiences, wasted spend and missed opportunities.

Segmentation transforms raw data into meaningful customer groups that share behaviours, attitudes or needs. By designing strategies around these segments, we help you focus resources where they create the most impact — building relevance, loyalty and growth.

Why It Matters

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Without segmentation, organisations often face:

Generic campaigns that fail to connect with different audiences
Misallocation of marketing and product investment
Lack of clarity on high-value customer groups
Difficulty prioritising CX initiatives across diverse customers
Limited ability to personalise experiences at scale

Segmentation gives you the insight to design strategies that match customer value, expectations and behaviours.

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A trusted partner to Australia’s leading customer-obsessed brands

What We Deliver

Segmentation Research

Quantitative and qualitative analysis to identify meaningful customer groups.

Segmentation Frameworks

Models that classify customers by behaviours, needs, attitudes or value.

Segment Profiles

Rich descriptions of each segment including demographics, motivations and behaviours.

Strategic Application

Guidance on how segmentation informs CX design, marketing, product and loyalty strategy.

Our Approach

1. Discover

Gather data through research, surveys, analytics and market insight.

2. Define

Identify meaningful customer segments using statistical and qualitative analysis.

3. Design

Translate segments into actionable strategies, personas and targeting frameworks.

Our Difference

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Segmentation is often delivered as complex charts that never get used. Our focus is on making it actionable.

We build segmentation frameworks that are evidence-based, easy to understand and embedded across your organisation. With senior experience across B2B and B2C, we ensure segments are designed to inform real decisions — not sit on a slide deck.

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The Value You’ll Gain

A clear view of customer diversity and high-value groups
Sharper targeting in marketing and product design
Segments that connect directly to CX priorities
Practical profiles and tools that teams can use every day
Confidence that investment is aligned to customer value and needs

Types of Engagements

Segmentation Studies

End-to-end quantitative and qualitative segmentation projects.

Workshops

Co-creation sessions to refine segments and bring them to life across teams.

Embedded

Ongoing support to keep segmentation updated and embedded in decision-making.

When to Choose This Service

You’re making broad marketing decisions without clear customer groups
High-value customers aren’t clearly identified or prioritised
CX initiatives aren’t resonating with target audiences
Teams rely on assumptions rather than customer evidence
You want to personalise experiences at scale

Optimising Velocity’s approach to partnerships through qualitative research

Through research, Velocity Frequent Flyer wanted to unlock insights to help them gain a deeper understanding of the 'voice of the partner' in order to optmise their partnerships

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CX audit & customer engagement strategy

Qudos conducted a comprehensive CX Audit of the current state before developing a Customer Engagement Strategy and roadmap of initiatives and works to provide a clear and well-defined plan of action to strengthen Qudos' position in the market and contribute to its core value - 'Customer First'.

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