Building a customer segmentation model that works for your organisation

Building a customer segmentation model that works for your organisation

SUMMARY

Segmentation is crucial to any customer focused organisation, particularly in arts organisations. A practical guide by the ticketing and box office software provider Ticketsolve to support their sponsorship of the Small Scale Development Programme: Wales 2022.  

About the Guide

Segmentation is crucial to any customer focused organisation, particularly in arts organisations. It’s a tool that allows you to break up your audiences into smaller more manageable chunks (segments). But what segments should you split your audiences into? That’s a question that many of you may be asking yourself.

The purpose of this guide is to look at the different segmentation models, understand how they work, and learn how you can implement them in your organisation.

In this guide, we'll explain and summarise some of the most popular segmentation models used in the arts industry such as; Audience Spectrum, Culture Segments and Total Audience. Alongside each summary, we'll show you some examples of how you can apply these models into your CRM.

We've also included some worksheets in the guide which you can use to map out your segmentation in an efficient and effective manner. If you have any questions as you work through the guide, please feel free to get in touch with us - we’re always on hand to help.

We hope you enjoy getting to grips with your segmentation project and good luck!

All the Best!

Head and shoulders Nick Stevenson Ticketsolve

Nick Stevenson, Head of Customer Success, Ticketsolve


What you'll find in the guide

  • The importance of segmentation
  • Types of segmentation
  • Segmentation models within the arts
  • Implementing your segmentation model
  • Targeting your segments

 

Download the guide

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Resource type: Guide/tools | Published: 2021