ASOS Customer Insight: Segmentation, CRM and Customer Journey Strategy
Updated: Sep 12
Customer insight becomes useful when it changes what you would do next, not when it simply produces another persona slide.
Academic customer insight project | Named individual report + paired presentation
The challenge
The project examined how ASOS could use customer insight to sharpen segmentation, positioning and customer experience. The practical question behind the academic brief was straightforward: if we understand the customer better, where should the experience or targeting change?
My role
I authored the named customer-insight report and co-authored the presentation with another postgraduate student. The 'Customer Insight Manager' wording in the assessment was a scenario, not an employment role at ASOS.
How I approached it
Reviewed published company and market information to understand the existing audience and positioning.
Built a customer persona to make the target segment tangible rather than abstract.
Mapped the customer journey to identify decision points, emotions, touchpoints and friction.
Used CRM perspectives and gap analysis to connect customer needs with possible weaknesses in navigation, support, targeting and value perception.
Developed recommendations using strategic frameworks including VMOST and positioning analysis.
What I learned from the evidence
A strong customer proposition is not only about who the brand says it serves. It also depends on how easy it is for customers to find products, navigate the experience, get support and feel recognised. Looking at the journey made the recommendations more concrete because each idea could be tied to a specific customer moment.
I also learned where external analysis stops. Public reports and reviews can generate useful hypotheses, but they cannot prove how an internal CRM system performs or represent the entire customer base.
What I recommended
The recommendations focused on more refined segmentation, personalised targeting, clearer positioning and improvements to search, navigation and customer support. The aim was to make customer insight operational: not simply 'know the customer', but change a decision because of what is known.
What this demonstrates
Segmentation and positioning analysis.
Persona and customer-journey development.
CRM and customer-experience evaluation.
Ability to convert research into prioritised recommendations while stating evidence limits.
Evidence from the project
The cover image is taken from the ASOS customer-insight presentation. The full named report and presentation are retained as supporting evidence.
Scope note
This is academic analysis. I did not work for ASOS, implement its CRM changes or measure a subsequent improvement in satisfaction or retention. I include it because it demonstrates the quality of the thinking and method, not because I want academic work to look like client employment.
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