IDEO, a design and innovation consulting company, has helped many global businesses innovate thanks to their fresh look at consumers. Tom Kelley, the firm’s general manager, spoke on new ways of thinking to help brands better connect with consumers.

Loyal customers provide businesses with a steady revenue stream, higher profit margins and confirmed evangelists who virtually—and virally—do much of their marketing for them. Segmentation methods are driving increased ROI among best-fit customers.