Are you value-sensitive or time-sensitive? Active or dormant? Proactive or a procrastinator? These questions are at the heart of Behavioural Segmentation, an approach to segmentation that makes nudges significantly more effective at influencing behaviour. The integration of behavioural science into customer insight is proving to be a powerful accelerator for businesses to understand their customers and, more importantly, use that insight to drive value for them and their customers alike.  To discuss how putting these approaches helped Sage increase customer satisfaction and reduce churn, host Freddie Martin is joined in the studio by Suresh Natarajan, who leads the PwC Behavioural Economics practice, and Brian Wall, Director of retention at Sage. Link to our previous Behavioural Economics episode: https://podcasts.apple.com/gb/podcast/economics-in-business/id1231389294?mt=2 Link to the PwC Behavioural Economics site, where you can learn more about how PwC can help you harness the power of Behavioural Economics: https://www.pwc.co.uk/services/economics/behavioural-economics.html