Even today most companies don’t segment their customers in a way that yields great results.
In this short course you will learn techniques for segmenting customers on the basis of their jobs to be done or behaviours so that you can fine-tune your offerings to what they really need.
When you have completed this module, you will be able to:
- Identify and avoid the trap of segmenting only on the basis of demographics;
- Use insight into customer behavior (based on the job-to-be-done idea we covered in a previous lesson) to identify what their main decision drivers are likely to be
- Map a customers' complete consumption chain and analyze where it breaks down
- Identify attributes and customer attitudes about them at each link of the chain, asking the question "how do we make this part of the customer experience better?"
What you'll get: