Segment managers, Customer Relations executives, Customer Insight managers, Market Research executives, Analytics/Data Mining specialists, Data Warehouse managers-

But also:

Head of CRM, Marketing managers, Sales managers, Retention/Loyalty executives, Product Development specialists, Call Centre executives, Finance/planning executives, Distribution/Channel managers -

…and anyone interested in business improvement through customer focus

Interactive workshop with presentations, hands-on exercises, teamwork and discussions.

• Understand of the fundamental differences between customer groups and the business case for differentiated treatment
• Learn the key segmentation models and approaches
• Acquire practical skills to implement segmentation models and techniques in respective area of responsibility

1.  Fundamentals and benefits of differentiation: economic grounds, link to business goals and stakeholder objectives
2. Value segmentation principles and techniques: definitions of customer value; historic, present, strategic and lifetime value; value calculation models; data requirements and model evolution
3. Needs segmentation methods: the link between value and needs; true needs and proxies (indicators) of needs; popular proxy-based segmentations - demographics, behaviours, lifestyles; corporate and consumer specifics; data constraints and model evolution
4. Strategic, macro- and micro-segmentation: use of segmentation at different decision-making levels and planning horizons; static and dynamic attributes and decision scenarios
   continued..
5. Differentiated customer planning and resource optimisation: segment-based planning, operations management and performance measurement; value flow management and resource allocation; introduction to value maps and segment-based revenue and cost management.