The best customer segmentation model and strategy is one that is continuously updated based on data-driven insights. Your customers are constantly evolving, as are their needs and goals, so the way you engage with and service them needs to keep pace. This requires constant evaluation of your team, tools and processes to ensure maximum value is delivered to each customer segment consistently and sustainably.

At its core, the operational improvement cycle is a continuous auditing tool that ensures you’re driving efficiency while eliminating activities that don’t provide any benefit. I realize I may have lost half of you by referring to it as an “audit tool,” but stick with me: by utilizing the operational improvement cycle, your end-to-end customer experience will remain relevant and produce value for your business and for your customers.