Issue link: https://b2b.quarry.com/i/942501
B2B IN THE AGE OF CUSTOMER EXPERIENCE The Experiential Segmentation Workshop Preparing your B2B firm to compete in the experience economy 14 B2B IN THE AGE OF CUSTOMER EXPERIENCE The Experiential Segmentation Workshop Preparing your B2B firm to compete in the experience economy 3 TABLE OF CONTENTS A Brief Introduction to Experiential Segmentation 4 Worksheet 1: My Question About Segmentation 5 Worksheet 2: Our Segmentation Framework 6 Worksheet 3: Business Model Health Check 7 Reference: Designing Theory 8 Worksheet 4: Zombies, Phantoms & Shadows Diagnostic 9 Worksheet 5: Field of Experience 10 Worksheet 6: Stance 11 Worksheet 7: Research Foundations: Stakeholders 12 Checklist: Adoption Management Checklist 13 Links to Supporting Resources DESIGNING B2B SEGMENTATION SEGMENTATION DESIGN Observe Categorize Correlate Explain Contextualize Apply What's the What are What correlations What causes In what situation What if>then class? the relevant exist between the outcomes must the theory principles should attributes? attributes and of interest? be applicable? guide practice? outcomes of interest? TRANSACTIONAL The firm Firmographics Variance by Firm behaving Isolated point Snap to firmographics as rational actor solutions by firmographics function EXPERIENTIAL The person in Stance Variance by stance Person following Cross-functional Snap to the "Field of habitual response situations across personas Experience" to trade-offs the customer journey 11194_Q_Workbook_printers.indd 6-7 2018-02-12 4:20 PM