2. The "Customer Mapping" Workshop

from £4,000.00

A foundational workshop to equip your team with the tools and processes to develop meaningful, actionable and profitable customer segmentation, helping you focus resources on your best opportunities

The Challenge:

Most businesses struggle with segmentation—not because they don’t try, but because they approach it incorrectly. Common mistakes include:

  • Using superficial demographic data that doesn’t explain behaviour or purchasing decisions.

  • Treating all customers equally, which wastes resources on low-value opportunities.

  • Failing to align segmentation with broader strategy, leading to unfocused marketing.

These missteps result in diluted efforts, missed opportunities, and weaker competitive positioning.

The Solution:

This one-day workshop kick-starts the process of building impactful segmentation by providing a proven roadmap, practical tools, and clear next steps. While this session sets the foundation, impactful segmentation often requires further research, alignment, and development to finalize.

By focusing on your current customer data and identifying key gaps, this workshop equips you with a clear plan to take your segmentation forward. Together, we’ll work on the critical inputs, frameworks, and actions required to develop meaningful segmentation that aligns with your strategy and drives results.

Part of the Customer Understanding track

1-day workshop, up to 12 participants

Business size:
participants:

A foundational workshop to equip your team with the tools and processes to develop meaningful, actionable and profitable customer segmentation, helping you focus resources on your best opportunities

The Challenge:

Most businesses struggle with segmentation—not because they don’t try, but because they approach it incorrectly. Common mistakes include:

  • Using superficial demographic data that doesn’t explain behaviour or purchasing decisions.

  • Treating all customers equally, which wastes resources on low-value opportunities.

  • Failing to align segmentation with broader strategy, leading to unfocused marketing.

These missteps result in diluted efforts, missed opportunities, and weaker competitive positioning.

The Solution:

This one-day workshop kick-starts the process of building impactful segmentation by providing a proven roadmap, practical tools, and clear next steps. While this session sets the foundation, impactful segmentation often requires further research, alignment, and development to finalize.

By focusing on your current customer data and identifying key gaps, this workshop equips you with a clear plan to take your segmentation forward. Together, we’ll work on the critical inputs, frameworks, and actions required to develop meaningful segmentation that aligns with your strategy and drives results.

Part of the Customer Understanding track

1-day workshop, up to 12 participants

    1. The Quality of Outputs Depends on the Inputs: This workshop leverages your existing customer data, insights, and CRM. If gaps exist, further qualitative or quantitative research may be required to achieve actionable results.

    2. Segmentation is a Process: This workshop introduces a structured roadmap to segmentation. While it provides the foundation, additional time and effort may be needed to fully finalize and deploy your segmentation strategy.

    • Understand the Segmentation Process: Learn the roadmap for impactful segmentation, from definition to deployment.

    • Audit Your Current Data: Identify what inputs you have, what’s missing, and how to close those gaps.

    • Learn Segmentation Frameworks: Understand different segmentation methodologies (behavioral, needs-based, profitability-focused) and their application.

    • Develop a Next Steps Plan: Leave with clear actions and tools to advance segmentation for your business.

    • Connect Segmentation to Strategy: Ensure your segmentation aligns with targeting, positioning, and broader strategic goals.

    • Proven Roadmap: We provide a tested, repeatable segmentation process to guide your team beyond the workshop.

    • Practical Tools: Hands-on exercises ensure participants leave with actionable frameworks and a plan tailored to their business.

    • Focus on Profitability: Prioritize high-value segments to maximize ROI.

    • Realistic Expectations: We emphasize that this workshop sets the foundation for a process that may require further time, research, and alignment.

    • An overview of the segmentation roadmap and process.

    • An assessment of current customer data and insights.

    • A list of next steps for research, alignment, or development.

    • A clear framework for creating, prioritizing, and deploying customer segments.

  • This workshop is ideal for:

    • Marketing and strategy teams starting or refining their segmentation journey.

    • Stakeholders involved in annual or strategic planning who need clarity on customer priorities.

    • Cross-functional teams (e.g., sales, product, customer success) who rely on a shared understanding of customers to align their efforts.