April 2-3, 2019

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Using Segmentation to Drive CX Transformation

Room 3 | 8:30-9:00 | Wednesday, April 3, 2019

There are few types of research that require the investment level of segmentation and experience such high rates of failure. It is a method full of common pitfalls and hasn’t fully evolved to address today’s experience-driven culture.

Russell Research has developed a process that is designed to be inclusive of stakeholders across an array of job functions, use thought-provoking strategic frameworks to elicit core objectives and challenges, establish guard rails to prevent “pretty” but ineffective solutions and utilize a range of tactics to uncover existing and latent opportunity for customer experience and innovation.

This session will guide attendees through a step-by-step process to successfully design and conduct market segmentation and will incorporate customer experience thinking, address consumer and B2B nuances and provide a range of best practices to ensure your next segmentation project is a success.

Presentation type:

  • Best Practice Workshop

Subjects covered:

  • Business-to-business research
  • Customer experience
  • Storytelling/data interpretation


  1. A step-by-step process to develop an organizationally-inclusive segmentation.
  2. The usage of strategic frameworks to elicit core objectives and challenges.
  3. Impactful tools and tactics to uncover existing and latent CX/innovation opportunity.


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