When AIG used outcome-based segmentation to segment their agents, for example, they found one very demanding segment (segment 3) and two other underserved but less demanding segments. AIG targeted the least-demanding segment first (segment 1) because they were able to satisfy all the underserved outcomes in that segment with only a handful of new service features. Along the way, those same features helped AIG make some progress in addressing the underserved outcomes in segment 3.
