Days 1-30: Embedding the Segments

The first step is embedding customer segments throughout your organisation:

1. Strategic Presentations: To kick things off, we suggest presenting segment deliverables to your senior leadership, emphasising the strategic impact these segments have on the business and the strategic business goals. We recommend conducting tailored presentations for operational teams to ensure everyone, across teams, departments and functions, understands and engages with the segments, aligning company-wide efforts.

2. Engaging Content: To make segments unforgettable, and to cater for people’s attention spans, experiment with creating captivating videos that vividly portray each segment. We also recommend other digital collateral such as screensavers and “Know Your Customer” posters (to be distributed around offices/team spaces) to keep segments top of mind and enhance daily operations. Interactive quizzes can help test staff knowledge too, ensuring the segments are well-embedded and remembered.  

3. Media Briefings: Prepare comprehensive media briefing documents to equip PR, marketing and social agencies with detailed segment profiles. This ensures targeted and consistent messaging across all channels. Provide ongoing support and answer any questions to maintain alignment and clarity.

4. Interactive Dashboard: Identify key stakeholders who will be the end-users of your segment dashboard. This dashboard should allow for real-time analysis and practical application of segment data, empowering teams to make informed decisions.

Days 31-60: Deepening Engagement

In the second month, you can refine and deepen engagement with your segments:

5. Ongoing Media Reviews: Continuously review your content against segment-specific frameworks to ensure relevance and impact. Seek feedback and make adjustments as needed to segment relevant outputs.

6. Dashboard Training and Launch: Ensure your teams are proficient in using the new dashboard. Following this, you can launch the dashboard for use across the business, providing a powerful tool for data-driven insights and actions.

7. CRM Optimisation: Enhance your CRM database to optimise marketing content and increase engagement. This includes creating typing tools for segmenting new customers and identifying physical and digital touchpoints for data collection. Integration of these touchpoints into the customer onboarding process ensures seamless data capture.

Days 61-90: Activating and Measuring Success

The final phase focuses on activation and measurement:

8. CRM Optimisation: Now is a good time to implement long-term strategies for segmenting existing customers. Create data collection strategies and optimise targeted messaging by segment. This ensures that your CRM data is actionable and continuously updated.
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9. Targeted Segment Activities: Conduct ideation workshops with creative minds to develop exceptional experiences tailored to each segment. Refine these ideas into actionable plans through collaborative review meetings to ensure they meet strategic goals and customer needs.

10. Creating KPIs: Establishing KPIs to measure the success of segment-led activities is crucial. Identify opportunities, host OKR and KPI development sessions, and deliver visual tools to capture key insights. This collaborative approach fosters a sense of ownership and commitment across the team.  

Beyond 90 Days: Sustaining Segment Engagement

To keep segments vibrant and relevant, we propose quarterly wildcard activities. These include mini-workshops, segment interviews, Q&A sessions, and insightful HTML emails summarizing key segment insights. These activities ensure the segments stay alive within your organisation long-term.

This structured but dynamic approach ensures that customer segments are not just theoretical constructs but actionable tools that drive growth and engagement.  

Want to chat about how we could bring your customer segments to life? Let’s chat.  
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