Apply a repeatable review cycle to customer base segmentation and act on what it produces.
Designing Customer Base Segmentation Strategies to Personalise Communication
A concise, decision-focused programme covering customer base segmentation end to end.
📍 Abu Dhabi🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Discounting solves a problem in customer base segmentation today and creates a larger one next quarter. Most disappointing results in the marketing and commercial practice discipline trace back to an audience defined too broadly. They leave able to brief senior management on this aspect of marketing and commercial practice in terms that support a decision. Progress on customer base segmentation is usually lost in the gap between approval and execution. Across sectors, teams that rehearse the wider marketing and commercial practice agenda outperform teams that only plan it. The course gives participants a defensible structure for this part of marketing and commercial practice and the judgement to adapt it. The teaching approach is deliberately practical: participants build a go-to-market plan for customer base segmentation as they go. The content is relevant to those who own the practice within marketing and commercial practice and to those who are held accountable for its results. Participants leave with a first-ninety-days plan for this strand of marketing and commercial practice rather than a set of notes.
Expected Learning Outcomes
Choose channels for customer base segmentation on evidence of where the audience decides.
Assess the current state of customer base segmentation against a structured set of criteria rather than impressions.
Handle objections in customer base segmentation without conceding position immediately.
Build a register of the risks attaching to customer base segmentation and keep it current.
Build the reporting on customer base segmentation that supports a spending decision.
Plan expansion of customer base segmentation into new segments or markets deliberately.
Who Should Attend
Compliance and governance staff whose remit includes customer base segmentation.
Sales managers leading teams that deliver customer base segmentation.
Agency and consultancy staff supporting clients on customer base segmentation.
Founders and owner-managers running customer base segmentation personally.
Department heads accountable for the results of customer base segmentation.
Brand and communications specialists shaping customer base segmentation.
Course Modules
Customer base segmentation: the customer journey and decision points
2 sessions · 8 pointsSession 1Pricing customer base segmentation on value rather than cost
- Test creative for customer base segmentation at small scale before full commitment.
- Agree the indicators that will show whether customer base segmentation is improving.
- Prepare the summary of customer base segmentation that senior management will read.
- Choose the next segment for customer base segmentation and state why it is next.
Session 2Where customer base segmentation typically breaks, and why
- Design the retention action triggered when a customer of customer base segmentation goes quiet.
- Agree the attribution model for customer base segmentation and state its known limits.
- Write the positioning claim for customer base segmentation and test whether a competitor could say it too.
- Prepare the response for the most likely failure in customer base segmentation.
Customer base segmentation: objection handling and negotiation
2 sessions · 8 pointsSession 1Keeping customers acquired through customer base segmentation
- Rehearse the briefing on customer base segmentation that would follow an incident.
- Document the sales process for customer base segmentation so a new joiner can follow it.
- Plan the sequence in which improvements to customer base segmentation will be introduced.
- Describe the buyer for customer base segmentation specifically enough to name who is excluded.
Session 2Choosing channels for customer base segmentation on evidence
- Review whether short-term tactics on customer base segmentation are damaging the brand.
- Establish who is informed, consulted and accountable in customer base segmentation.
- Build the content that answers the buyer's real question about customer base segmentation.
- Build the competence framework that supports customer base segmentation.
Customer base segmentation: qualification and pipeline discipline
2 sessions · 8 pointsSession 1Testing customer base segmentation before relying on it
- Compare cost of acquisition against value in customer base segmentation.
- Confirm that reporting on customer base segmentation reaches the people who can act.
- Collect evidence on the present handling of customer base segmentation before proposing changes.
- Confirm that those complying with customer base segmentation understand why it exists.
Session 2What has to be agreed before work on customer base segmentation starts
- Identify the data already collected that bears on customer base segmentation.
- Structure pricing for customer base segmentation against perceived value.
- Estimate the resource customer base segmentation requires to run as designed.
- Build the internal briefing that explains customer base segmentation to those affected.
Customer base segmentation: positioning and the honest claim
2 sessions · 8 pointsSession 1Defining the audience for customer base segmentation narrowly enough to matter
- Script the three most common objections in customer base segmentation and the responses.
- Select channels for customer base segmentation based on evidence, then cut the rest.
- Define qualification criteria that disqualify quickly in customer base segmentation.
- Map the decision journey for customer base segmentation and mark where the choice is actually made.
Session 2Qualifying out of customer base segmentation early and without guilt
- Measure lifetime value from customer base segmentation, not just first purchase.
- Set out how exceptions to customer base segmentation are requested and approved.
- Draft the minimum viable go-to-market plan for customer base segmentation.
- Check that records of customer base segmentation answer the questions likely to be asked.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.