1. Program Overview

This program is tailored to help organizations harness data and behavioral insights to tailor experiences, services, and communications to specific customer segments. It focuses on customer segmentation techniques and personalization strategies that improve engagement, loyalty, and overall value delivery across channels.

2. Training Objectives

By the end of this program, participants will be able to:

• Understand the principles and value of customer segmentation.
• Apply segmentation models using behavioral and demographic data.
• Design and implement personalization strategies at scale.
• Utilize customer data to deliver targeted experiences.
• Measure and optimize personalized campaigns and customer journeys.

3. Target Trainees

This program targets:

• Marketing professionals
• Customer relationship managers
• Data analysts and CRM officers
• Digital transformation teams
• Business development executives
• Customer experience managers

4. Main Discussion Items / Modules

• Module 1: Introduction to Customer Segmentation
• Why segmentation matters
• Segmentation bases: demographic, psychographic, behavioral, geographic
• Data collection and profiling
• Module 2: Building Effective Segmentation Models
• RFM (Recency, Frequency, Monetary) analysis
• Cluster analysis and persona development
• Using AI and machine learning in segmentation
• Module 3: Personalization Strategies and Tools
• Personalization across email, web, mobile, and service channels
• Content customization and dynamic messaging
• Cross-channel journey mapping
• Module 4: CRM and Data-Driven Engagement
• Customer data platforms (CDPs) and CRM integration
• Using analytics to drive personalization
• GDPR, privacy, and ethical considerations
• Module 5: Measuring Effectiveness
• Personalization KPIs
• Testing and optimization (A/B, multivariate)
• Conversion and ROI analysis

5. Training Methodology

• Interactive facilitator-led presentations
• Case study reviews
• Hands-on exercises using mock data
• Group-based segmentation design
• Practical use of CRM or personalization tools

6. Tasks

• Create a customer segmentation matrix
• Develop a personalization plan for a product or service
• Analyze mock customer data to identify segments
• Design a targeted email or SMS campaign
• Map a personalized customer journey