Summary
One of the best ways to secure return business and gain great customer satisfaction scores is to understand your customers. There are many different types of customers, even within the same business. These are often divided into different sections depending on their hobbies, age, gender, and most importantly, what they’re trying to get from your business.
The way forward to increase sales and engagement is to meet the needs of individual customer types and keep them coming back for more. An excellent place to start is to review your current sales and assess the information given to your business by your customers. This requires accurate reporting and data analytics to determine the different customer types, where they come from, and what they want to purchase from you.
You could then look into your customer journey. For each type of person that purchases from you, look out for, how they reach out to your business, what their experience is like and whether there are any pain points to their journey that you could amend with a few quick wins.
Once you’ve taken a look at the journey of each of your customer segments, you can aim for continuous improvement which meets the needs of each type of customer, giving them a more personalised and fulfilling experience and keeping that business rolling in.
- To segment your customers based on accurate data.
- To develop an action plan to resolve any pain points experienced by each customer type.
- To help all departments understand the necessity of becoming customer-focused.
- To create rewarding experiences for each customer type depending on their needs, what they want to purchase and when they’re available.
- To develop automated services for your customers on accessible communication platforms.
- To aim your marketing provisions specifically at your various target audiences.
- To understand and mirror the mood of each customer type when they contact.
- To sell the benefits of each of your products to your customers depending on their segment.
- To develop feedback methods and customer satisfaction surveys to obtain the most useful information.
This course is designed to help anyone who has the responsibility of creating a customer segmentation matrix in order to provide world-class customer service and marketing to specific customer groups. It would be most beneficial for:
- Customer Service Managers
- Marketing Managers
- Sales Managers
- Operations Managers
- Data Analysts
- Business Owners
- Directors
- Executives
- Frontline Customer Service Employees
- Team Leaders
- Supervisors
- Public Relations Personnel
- Social Media Specialists
This course uses a variety of adult learning techniques to aid full understanding. Participants will watch videos to understand the meaning of customer segmentation and how it could benefit businesses. They will view real-world case studies to see how other companies segment their customer base and how marketing and customer service opportunities can be tailored to a specific audience.
They will be presented with group activities in order to determine mock segmentation groups and assess a plan of action for potential growth based on the customer group’s needs and desires. Each group will present a ‘wow factor’ presentation on the next steps for the business based on what customers are likely to ask for going forward.
Course Content & Outline
- Customer profiling and how it can help you.
- The Myers-Briggs Type Indicator.
- DISC Temperament profiling.
- Developing your customer persona.
- The 4 types of customer and what they want from your service.
- Developing your business cases around your segmentation.
- Finding the right data.
- Mapping from age, gender, hobbies and previous behaviours.
- Data mining and storage opportunities.
- How to pull in extra data from your customer.
- The benefits of social media profiling.
- SWOT analysis to make strategic decisions.
- PESTLE analysis.
- Creating a predictive model.
- Return and churn - your customer lifecycle.
- Getting into the customer mindset.
- Understanding your customers’ needs.
- Appropriate communication methods.
- Customer communication, active listening and body language.
- Receiving feedback and acting on it.
- The science of persuasion.
- Preferred learning styles.
- Benefits vs. functions - what does your customer want to hear?
- Competitor evaluation.
- Customer journey mapping and pain point research.
- Motivating and encouraging reviews and feedback.
- Resolving issues to create better interactions.
- Looking at how your ‘touch points’ affect your customer interactions.
- Training and development benefits.
- Customer-focused SMART targets.
- Managing performance around interaction and marketing opportunities.
- Looking for future wins.
- Using data to forecast societal change.
- What will your customer want in the future?
- How to improve on your current offering.
- Your ‘journey to good.’
- Time management techniques and turnaround times to exceed expectations.
- Leading a team to success through customer focus.
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