Customers are the most important thing. Everything should revolve around them, but it doesn’t always happen. I’m a terrible customer to have if your world doesn’t revolve around me. When I get good customer service, I’m one of those embarrassing people who says well done or feeds it back online, says thank you. When I get bad customer service, I’m an absolute bastard!!! To get it right, customer segmentation is essential.

I think it must come from being in Sales and Marketing, I’ve grown up with it from an early age. You do everything you can to get it right for the customer. They are the people with the money that keep everything moving. When I’m the customer and I hand my money over, there is nothing more infuriating than when the whole process isn’t geared around ME!

When I was doing these tutorials, one of them had to be about the customer. Bringing them into focus, making people think about their customers. My very first job was looking at customer segmentation and profiling – I loved the whole thing. Understanding types of people, groups of people, what made them behave in the way they did. How you could influence them by understanding them properly. I’m going over old ground here, check out my previous blog on this…

So, the task here is to do your own customer segmentation. Now I must admit this has not been easy. I have done this process so many times but trying to simplify it onto a desktop exercise has been difficult. There are so many ways to approach it.

The trick is realising that while all customers are not the same, they are not completely different either. They share certain attributes and characteristics that make them behave in a similar way. If you recognise these attributes you can put them all in the same pot. This means you can talk to them in the same way, sell them the same thing and before you know it you have a cost effective way of maximising the sales return and profit from each pot of your customers.

If you are B2B, think about how you can split your customers into different industries or locations, or by the number of employees they have. You can look at their sales history and split them up that way too.  For B2C, you can look at geography (where do they live), demographics (what are they like), psychographics (how do they think) or behaviour (what is driving them to purchase). There is no fixed answer, every business could split their customers a dozen different ways depending on what they want to achieve.

But for now, the idea is to think about you can split your customers into distinct groups. Once you have those groups, you can think about what you are going to sell them and how you are going to do it. This is just the beginning too. The possibilities are endless to help you actively grow your business.

Now go to tutorial page and download Tutorial 4. There is also a link to a short video on YouTube that might help. Good luck!!

TIP – before you start the tutorial, crack open a Lockdown Lager (other drinks are available but don’t alliterate as well!). Google ‘Customer Segmentation’ and have a browse of the definitions, approaches and possibilities. It’s a real eye opener!

Chris Perkins is a Part Time Marketing Director or CMO, working with clients to provide marketing leadership, strategy and direction in a cost effective and affordable way. This course was created during the COVID lockdown in 2020 and was designed as a FREE to access resource to enable SME business owners and teams to create a workable business plan through a series of simple exercises.

If you require further help to manage your marketing strategy and execution, please email