Customer Segmentation - Project Details / Task List
Tag: customer-segmentation
Total Hours: 50h
Structure: Single Milestone (<=50h)
Milestone: Customer Segmentation
Description: A strategic and technical project that defines, implements, and operationalizes customer segmentation criteria within the CRM to enable targeted customer success strategies, personalized experiences, and data-driven retention initiatives.
Task List: (Customer Segmentation) 1. Strategy & Data Preparation
Contains: Parts 1-2
| Task | Est | Description |
|---|---|---|
| 1. Conduct Stakeholder Discovery Session | 2h | Facilitate a workshop with CS leadership and key stakeholders to understand their segmentation needs and use cases. End state: Documented list of business questions segmentation should answer and how segments will be used operationally. • Schedule 60-90 minute discovery session with VP CS, CS Ops, and 1-2 senior CSMs • Ask: "What questions can't you answer today about your customer base?" • Document current pain points (e.g., "We treat all customers the same," "Can't prioritize book of business") • Identify intended use cases: reporting, playbook triggers, resource allocation, QBR segmentation • List specific business questions segmentation should answer (e.g., "Which industries churn most?") • Confirm who will consume the segments (CS team, leadership, marketing) |
| 2. Audit Current Segmentation State | 2.5h | Assess existing segmentation fields, data quality, and gaps in the CRM. End state: Gap analysis showing what segmentation exists today vs. what's needed. • Pull list of all customer-related fields in CRM (Account object in Salesforce, Company in HubSpot) • Identify existing segmentation fields (industry, company size, region, tier) • Assess data completeness for each field (% populated, % accurate) • Document how current segments are used (if at all) in reporting and workflows • Compare current state to stakeholder needs from discovery session • Create gap analysis: "Have vs. Need" for segmentation criteria |
| 3. Define Segmentation Framework | 3h | Design the segmentation model with specific criteria and segment definitions. End state: Approved segmentation framework document with 3-5 segmentation dimensions and clear criteria for each. • Select 3-5 segmentation dimensions based on discovery (firmographic, behavioral, value-based) • Define specific criteria for each dimension (e.g., Company Size: SMB <100, Mid-Market 100-1000, Enterprise 1000+) • Create segment naming conventions that are intuitive and actionable • Map segments to operational actions (e.g., Enterprise = white-glove service, SMB = tech-touch) • Review framework with stakeholders and get sign-off • Document final segmentation framework with definitions and business rules |
| 4. Identify Data Sources and Enrichment Needs | 2.5h | Map where segmentation data will come from and identify gaps requiring enrichment. End state: Data source map showing which fields come from which systems, plus enrichment plan for gaps. • Map each segmentation field to its data source (CRM, billing, product, enrichment tool) • Identify fields requiring external enrichment (firmographic data from ZoomInfo, Apollo, Clearbit) • Determine product usage data needs (from Customer Success Platform: ChurnZero, Gainsight, Vitally) • Document data sync frequencies and potential latency issues • Create enrichment plan: which tool, which fields, estimated coverage • Get budget approval for any new enrichment tools or credits needed |
| 5. Execute Data Cleanup and Standardization | 3.5h | Clean and standardize existing CRM data to ensure segmentation accuracy. End state: CRM customer data cleaned with standardized values and duplicates merged. • Run duplicate detection report and merge duplicate account records • Standardize industry values using picklist (convert free-text to controlled values) • Normalize company size data (employee count ranges, ARR tiers) • Clean geographic data (country codes, region mapping) • Validate key fields against external data sources where possible • Document data quality improvements (before/after metrics) |
| 6. Enrich Customer Data | 3.5h | Fill data gaps using enrichment tools and manual research. End state: Key segmentation fields populated to 80%+ coverage across customer base. • Configure enrichment tool (Clay, ZoomInfo, Apollo, Clearbit) with customer list • Run bulk enrichment for firmographic fields (employee count, industry, revenue, tech stack) • Review enrichment results and handle non-matches manually • Import enriched data back to CRM with proper field mapping • Validate a sample of enriched records for accuracy • Document final coverage rates for each segmentation field |
Task List: (Customer Segmentation) 2. Build, Reporting & Enablement
Contains: Parts 3-5
| Task | Est | Description |
|---|---|---|
| 7. Create Segmentation Fields and Picklists | 3h | Build the required custom fields in the CRM to store segment values. End state: All segmentation fields created with correct data types and picklist values. • Create custom fields for each segmentation dimension (e.g., Customer_Tier__c, Industry_Segment__c) • Define picklist values matching the approved segmentation framework • Set appropriate field-level security (visible to CS and Sales teams) • Add fields to relevant page layouts and record types • Create field descriptions documenting the business rules for each value • Test field creation in sandbox before production deployment |
| 8. Build Automated Segment Assignment Rules | 3.5h | Create automation to assign segments based on defined criteria. End state: Automation running that assigns correct segment values when records are created or updated. • Build assignment logic for each segmentation dimension (formula fields, flows, or automation rules) • For firmographic segments: use employee count and ARR thresholds • For behavioral segments: integrate with CSP data (usage scores, engagement metrics) • For value-based segments: use ARR, expansion potential, strategic importance • Handle edge cases and null values with default assignments • Test automation with sample records covering all segment combinations |
| 9. Run Initial Segment Assignment | 2h | Execute bulk update to assign segments to all existing customers. End state: 100% of active customer accounts have segment values assigned. • Run bulk data update to assign initial segment values to all customer accounts • Use data loader or native mass update for initial population • Validate segment distribution matches expectations (sanity check percentages) • Review outliers and exceptions (large accounts in SMB segment, etc.) • Make manual corrections where data quality issues caused mis-assignment • Document final segment distribution for baseline reporting |
| 10. Create Segment-Based Reports | 3h | Build core reports that slice customer metrics by segment. End state: Report library with key CS metrics filterable and groupable by segment. • Create "Customers by Segment" summary report showing distribution • Build "ARR by Segment" report with revenue breakdown • Create "Churn by Segment" report showing retention rates per segment • Build "NPS/Health by Segment" report (if health scores exist) • Create "CSM Book of Business" report grouped by segment • Test all reports with various filter combinations |
| 11. Build Executive Dashboard | 3.5h | Create a dashboard providing leadership visibility into segment performance. End state: Executive dashboard showing segment-level KPIs accessible to CS leadership. • Design dashboard layout with key segment metrics (ARR, retention, expansion, health) • Add segment distribution chart (pie or bar showing customer count by segment) • Include segment performance comparison (retention rate by segment) • Add trending charts showing segment metrics over time • Configure dashboard filters for time period and segment selection • Share dashboard with CS leadership and get feedback |
| 12. Create Operational Views for CSMs | 2.5h | Configure list views and workspace views for CSMs to work by segment. End state: CSMs can easily filter and prioritize their book of business by segment. • Create filtered list views for each major segment (e.g., "My Enterprise Accounts") • Configure CSP workspace views grouped by segment (in Gainsight, ChurnZero, etc.) • Add segment field to key customer record layouts • Create segment-based saved searches or smart lists • Test views with CSM users and gather feedback • Adjust views based on CSM workflow preferences |
| 13. Create Documentation and Reference Materials | 2h | Document the segmentation model and create reference guides for the team. End state: Segmentation playbook and reference documentation accessible to all CS team members. • Create segmentation definition document (what each segment means) • Document business rules for segment assignment • Build quick-reference guide for CSMs (one-pager) • Create FAQ document addressing common questions • Document data sources and refresh frequencies • Store documentation in team wiki or knowledge base |
| 14. Conduct Team Training Session | 2h | Train the CS team on the new segmentation model and how to use it. End state: CS team trained and confident using segments in daily work. • Schedule 45-60 minute training session with full CS team • Cover: segment definitions, how assignments work, how to use in reporting • Walk through common use cases (filtering book of business, running segment reports) • Demonstrate dashboard and list view navigation • Address questions and concerns from team • Record session and share with team for reference |
| 15. Hand Off to Client and Establish Governance | 2.5h | Transfer ownership to client team with governance processes for ongoing maintenance. End state: Client self-sufficient with clear ownership and processes for segment maintenance. • Transfer admin access and documentation to client RevOps/CS Ops • Define segment review cadence (quarterly review of definitions and assignments) • Establish process for handling segment exceptions and edge cases • Set up data quality monitoring alerts for segmentation fields • Schedule 30-day check-in to review adoption and address issues • Close out project with lessons learned and recommendations |
Summary
- Total Task Lists: 2 (consolidated from 5 Parts)
- Total Tasks: 15 (one per Step)
- Total Hours: 50h
- Generated from: playbook_customer-segmentation.md
- Generated on: 2025-12-31