The art of Customer Segmentation

The right customers need to be at the centre of everything a business does. To be competitive, we need insights about our customers and their world. What are their challenges and aspirations, where have they been or where are they going? At least that is the ambition…. However, it is often hard to implement this ambition. It can be challenging to make sense of all the data and find the perfect selection method. It can also be overwhelming, especially when the stakes are high or even critical to the future of the business.

Which criteria to use and how to determine the most valuable customer segment? Which pitfalls must be avoided? Is it art, science, or a bit of both?

In this session, Krasi Bozhinkova from Owtcome (https://owtcome.com/) will share her personal experience on how to create an impactful segmentation and make sense of the different forces: data, trends, capabilities, and priorities. The approach was developed and refined by working with big companies and startups in various markets. Let's put the right customers at the heart of the business.

Is your current customer segmentation laser-sharp, or is there another customer segment that your business may be undervaluing? Here is your chance to bring-your-own-problem to the meetup. Krasi and the team at Owtcome will take you up on the challenge to help you sharpen up your approach.

We will have a short presentation to share some actionable tips on how to navigate unchartered territories and make sound business decisions. We will then put the segmentation method to the test and use the collective ideas and experience to practice the art of customer segmentation. In the end, we will share the outcomes from the design exercise to trigger further reflections and a group discussion.

THIS IS AN ONLINE COLLABORATIVE EVENT.
You'll receive a link to join once you have signed up.
You'll need to participate in a workshop and co-create with a small team of other participants.
Please make sure to prepare for the event and set up all the tools and software you'll need to collaborate virtually. Download this pdf for instructions: https://drive.google.com/open?id=1Np9-WJN2DQlBsb7RTy9Dpc12JlbPBRIH

We are looking forward to seeing you!
Start at 19.00!