Customer Segmentation, Personas and Customer Insight for CX Teams – London, 26–30 Jul 2027
DestinationLondon
Dates26 – 30 July 2027
Reference1100_5332
This session
26–30 Jul 2027
This Customer Segmentation, Personas and Customer Insight for CX Teams session in London runs from Monday 26 July to Friday 30 July 2027 (week 30, Q3 2027). It is the 2nd of 2 dates in London in 2027, at a fee of 23,000 SAR, the same for each of them. Registration is open for this date. It is held in person at Central London four-star.
Organisations hold more customer data than ever, yet many still design services for an average customer who does not exist. Segments are drawn on demographics alone, personas are written from assumptions in a workshop, and neither is refreshed or used when decisions are made. This Core Concept course equips managers to build segments from behavioural, needs and value data, ground personas in real research and express findings as insight that teams can act on. Participants work with sample datasets from several sectors and leave with a Customer Segmentation and Persona Pack.
Course Objectives
Audit an existing segmentation for actionability and identify the customer data sources available to improve it
Build behavioural and value-based segments using RFM scoring, customer lifetime value and cluster analysis
Uncover customer needs with Jobs To Be Done interviews and synthesise them into needs-based segments
Create evidence-based personas and write insight statements that lead to specific decisions
Validate segments and personas for stability, bias, inclusivity and responsible use of personal data
Produce a Customer Segmentation and Persona Pack with an activation plan for service and product teams
Target Audience
Customer insight and market research managers
Customer experience managers responsible for designing for different customer groups
CRM, marketing and customer analytics managers who build and use segments
Product and service design managers who rely on personas in design decisions
Business intelligence analysts supporting customer strategy
Course Outline
Day 1: Segmentation Foundations and Current Customer Knowledge
Segmentation Bases: Demographic, Behavioural, Needs-Based and Value-Based
ISO 20252 Quality Requirements for Customer Research and Data Analytics
Customer Data Source Inventory: CRM, Transactions, Surveys and Digital Analytics
Current Segmentation Audit Using Actionability and Coverage Tests
Insight Statement Template: Observation, Motivation and Implication
Day 2: Segmentation and Persona Models
Jobs To Be Done Theory and Job Statement Syntax
RFM Scoring Model for Behavioural Segmentation
Customer Lifetime Value Model for Value-Based Tiers
ISO 9241-210 Context of Use Analysis for Persona Research
Value Proposition Canvas: Customer Jobs, Pains and Gains
Day 3: Building Segments and Personas
Customer Interview Guide Design for Jobs To Be Done Research
Affinity Mapping of Qualitative Research Findings
K-Means Cluster Analysis in Excel, Python or SPSS
Segment Profiling and Sizing Tables
Evidence-Based Persona Template Build with Empathy Maps
Day 4: Validation, Bias and Responsible Use
Segment Validation: Stability, Distinctiveness and Actionability Tests
Proto-Persona Pitfalls and Stereotype Bias Controls
Personal Data Minimisation and Consent Controls Aligned to ISO/IEC 27701
Inclusive Personas for Customers in Vulnerable Situations Using ISO 22458
Segment Migration Tracking and Refresh Cadence Design
Day 5: Modelling Build and the Segmentation and Persona Pack
Retail Loyalty Dataset Exercise: RFM and Cluster Build
Digital Services Dataset Exercise: Needs-Based Segment Profiling
Persona Set Build from Course Research Evidence
Customer Segmentation and Persona Pack Drafting with Activation Plan
Peer Review Panel and Pack Defence
Skills You Will Gain
Customer Segmentation
Behavioural Data Analysis
Needs Discovery Interviewing
Qualitative Research Synthesis
Persona Development
Insight Communication
Responsible Customer Data Use
Why Attend This Course
Return to work with a Customer Segmentation and Persona Pack built from realistic data and research
Replace personas based on opinion with ones your colleagues can trace back to evidence
Show product, service and marketing teams exactly which decisions each segment should change
Work alongside insight and CX managers from other sectors and countries facing the same data questions
Conclusion
Segments and personas are worth building only when they rest on evidence and change what teams decide. This course moves from auditing current customer knowledge, through the behavioural, value and needs-based models that define segments, to the research, clustering, validation and data protection controls that make them trustworthy. The final day turns that material into a Customer Segmentation and Persona Pack that participants take back to their organisation, giving service, product and marketing teams a shared and tested picture of who their customers are.
Customer Segmentation, Personas and Customer Insight for CX Teams runs in London over 5 days, with 2 upcoming dates in London. The course fee is 23,000 SAR.
Looking for training courses in London? CoreConsept Training Center delivers professional training in London across governance, leadership, ESG, project management and digital transformation — open enrolment programmes in central London venues.
