The A, B, C of a great customer segmentation
- Description
- Curriculum
- FAQ
- Reviews
Hello and welcome to the online course Customer segmentation – a great sales tool, or as I like to call it, a great sales weapon. The education system is organized in a way that you access various chapters and topics by viewing video content, additionally you consolidate your knowledge with questions and quizzes, and you can further delve into the content with the accompanying texts. Systematic, practical and very useful.
In this course we will deal with customer segmentation, which is an unfortunately all too often neglected topic. We will be talking about labelling your customers and by that I don’t mean the prejudiced labelling but systematically and analytically arranging our clients in adequate “compartments” and sticking the right labels on them.
This helps you know exactly where someone is “located”, what is happening to them and how you will adapt our future cooperation. You know how annoying it can be to have someone send you an impersonal email where your name just isn’t right or is misspelled, and they have no idea what you’ve already bought from them. Off putting, right? I believe that you want the opposite so that your customers will remember you in a positive manner.
Let us see what this course has to offer and which topics we are going to address.
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In the first video, we’ll start with the concept of segmentation, and we’ll look at certain challenges as well.
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Then we will deal with the first letters of the alphabet, namely we will learn about A, B, C model of segmentation.
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Later on we will define the criteria, basic and advanced, that we need to set to make it work and look at how to deal with the segmentation process.
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We will delve into practical examples and create an excel sheet that will serve as the basis for your work.
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We will come to the realization of how important segmentation is and what parts of your company it affects. Let me just highlight motivation, planning, revenue stream and user experience.
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In the end, we won’t forget to point out a few tips and tricks and the importance of great interaction between sales and marketing.
You will be astonished how important customer segmentation is and how many positive effects it has. Therefore, I invite you to embark on this segmentation journey with me so you will be able to roll up your sleeves as soon as possible and start arranging your clients and compartments.
If you’ll need me for any advice or any kind of help, I am at your disposal, and I’ll be happy to respond. Let me thank you in advance from the bottom of my heart for taking part in this course and I hope you’ll be satisfied.
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1
Introduction and explanation of the term segmentationAt the beginning in this lecture, you will get acquainted with how this course is configured and what are the basics of segmentation, and you'll also find out what awaits us in following 13 lectures. I'll show you many possible opportunities that segmentation brings to your company. This lecture has 2 Quiz questions waiting for you to answer them.
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2
Related to 1. lecture
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3
A, B, C segmentation model
In this lecture I will explain to you the A, B, C model of segmentation and how to start arranging your customers in appropriate compartments using relevant criteria and adequate logic. In the Bonus text you'll find out more about Wendell R. Smith, the grandfather of market segmentation. This lecture has 1 Quiz question waiting for you to answer it.
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4
Related to 2. lecture
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5
Basic criteria for customer segmentation
Now we'll move further, and we'll list most important basic criteria for segmentation. We'll stress the importance of them being relevant, measurable and objective. This lecture has 1 Quiz question waiting for you to answer it.
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6
Related to 3. lecture
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7
Advanced criteria for customer segmentation
We'll upgrade basic criteria from previous chapter and will list the advanced criteria used for existing customers. We'll also talk about setting the scale and thresholds of the classes to make it stick. This lecture additionally includes Bonus text that has in-depth explanation of the share of wallet criteria. This lecture has 1 Quiz question waiting for you to answer it.
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8
Related to 4. lecture
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9
A, B, C segmentation process
At the start of a third section, in this lecture we'll see that segmentation is a process and there's no overnight success in this story. We'll go through a list of necessary questions you'll have to ask yourself before starting and later on I'll guide you through all the steps of a process. We'll also answer to 2 very common challenges. This lecture has 1 Quiz question waiting for you to answer it.
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10
Related to 5. lecture
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11
Practical examples and tips for segmentation - Example 1
Lecture #6 presents one practical example of segmentation that I carried out in a specific company. You'll see all the complexity and what additional positive effects it had on the company. This lecture has 1 Quiz question waiting for you to answer it.
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12
Related to 6. lecture
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13
Practical examples and tips for segmentation - Example 2
Lecture #7 presents another practical example of segmentation that I carried out in a specific company. You'll see how exactly we managed to do a great job. This lecture has a Bonus excel sheet you can use for segmentation and 1 Quiz question waiting for you to answer it.
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14
Related to 7. lecture
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15
Impact on other areas of company - Motivation
In this section I'll talk about a significant effect segmentation has on other areas of the company. We'll start with the motivation of the employees and the compensation scheme. This lecture has 2 Quiz questions waiting for you to answer them.
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16
Related to 8. lecture
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17
Impact on other areas of company - User experience (UX)
We'll continue exploring the effects of segmentation, in this lecture we'll see how user experience and customer satisfaction can benefit from it. This lecture additionally includes Bonus text that presents some interesting sales and user experience statistics. At the end of the lecture there is 1 Quiz question waiting for you to answer it.
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18
Related to 9. lecture
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19
Impact on other areas of company - Optimisation of work
The third important effect of segmentation is shown at the work optimization. How to plan activities and schedule working hours more efficiently and have control over your work and costs. This lecture has 2 Quiz questions waiting for you to answer them.
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20
Related to 10. lecture
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21
Impact on other areas of company - Customer targeting
Last but not least is the effect segmentation has on customer targeting and achieving better results. This lecture additionally includes Bonus text about the "legend" of Wilhelm Tell. At the end of the lecture there is 1 Quiz question waiting for you to answer it.
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22
Related to 11. lecture
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23
What not to forget about segmentation
The penultimate section starts with three important things that we should never forget when dealing with segmentation. I'll talk about observation, taking notes and the company culture. At the end of the lecture there is 1 Quiz question waiting for you to answer it.
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24
Related to 12. lecture
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25
Linking sales and marketing
In this lecture we'll conquer the holy grail of great cooperation between sales and marketing, which can be quite a challenge. A Bonus text is also included and has a list of forbidden phrases at your company. At the end of the lecture there is 1 Quiz question waiting for you to answer it.
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26
Related to 13. lecture
