Product Attribute Segmentation
To support a client in refining their service packages, I conducted an Attribute Segmentation Study to determine which pest control and lawn treatment features customers prioritize. By categorizing service attributes into “must-have,” “should-have,” “nice-to-have,” and “non-essential” tiers, I enabled the client to build targeted packages that better align with customer expectations. These insights provided a strategic foundation for enhancing customer satisfaction, loyalty, and brand alignment.
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My client engaged me to address their goals of reducing churn and boosting customer satisfaction by identifying the specific attributes that drive value in their service packages. Recognizing that customer preferences vary significantly across demographics—especially among women, a key customer segment—was essential to the study’s approach.
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I led a quantitative analysis, surveying customer preferences across 28 potential service features. Through this method, I classified each attribute based on its perceived importance to customers, resulting in a segmentation model that allows my client to prioritize features within their service packages.
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Recommended the development of new service packages that emphasize "must-have" features, such as child-safe and pet-safe treatments, broad pest coverage, and affordable per-service costs.
Suggested offering “should-have” features as customizable add-ons, allowing customers to personalize their packages without increasing the base cost.
Advised targeting marketing efforts toward women by emphasizing safety and thorough coverage, which the study identified as priority attributes for this demographic.
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These segmentation-based packages have positioned my client to align more closely with customer needs, which is anticipated to drive higher satisfaction, retention, and acquisition. The findings and the resulting strategy adjustments have created a more customer-centric product structure that should foster long-term loyalty and strengthen their competitive advantage.