The A, B, C of a great customer segmentation

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

Just to wrap it up with the last lecture in which we'll summarize the whole course. This time there are no Quiz questions, so you can immediately start with your own segmentation.