{"id":23176,"date":"2023-04-27T14:52:32","date_gmt":"2023-04-27T12:52:32","guid":{"rendered":"https:\/\/expressionumea.se\/?p=23176"},"modified":"2023-08-03T22:02:58","modified_gmt":"2023-08-03T20:02:58","slug":"customer-journey-target-group-and-segmentation","status":"publish","type":"post","link":"https:\/\/expressionumea.se\/en\/kundresa-malgrupp-och-segmentering\/","title":{"rendered":"Customer journey, target group and segmentation\u00a0"},"content":{"rendered":"<p><strong>On Wednesday 26 April, eXpression Ume\u00e5 held a workshop for the participants in the Creatives incubator programme. The workshop was facilitated by Christian Malmsten from <a href=\"https:\/\/saljlabbet.se\/\" target=\"_blank\" rel=\"noreferrer noopener\">The sales lab<\/a>. Prior to the workshop, participants were asked to prepare by answering questions that included which target group they should prioritise and what customer value they offer through their companies.<\/strong>.&nbsp;&nbsp;<\/p>\n\n\n\n<p>The workshop included an extensive group exercise where participants reflected on the customer journey and explored its different elements:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Customer needs<\/li>\n\n\n\n<li>Evaluate alternatives<\/li>\n\n\n\n<li>Doubts<\/li>\n\n\n\n<li>Decision<\/li>\n\n\n\n<li>Delivery \/ implementation<\/li>\n\n\n\n<li>Changes over time<\/li>\n<\/ul>\n\n\n\n<p>The participants gave a lot of input in the discussions and, among other things, the importance of deepening their understanding of customer benefit was emphasised. This was something that the group returned to in the sub-steps discussion of needs, decision-making process and delivery\/execution. According to Malmsten, customer benefit is about three factors: time, money and\/or people.&nbsp;&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\"Identifying and understanding the expected customer benefits in your target group is undoubtedly the most important factor if you want to do sustainable business over time,\" says Christian Malmsten of S\u00e4ljlabbet.&nbsp;&nbsp;<\/p>\n<\/blockquote>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"533\" height=\"800\" src=\"https:\/\/expressionumea.se\/wp-content\/uploads\/2023\/04\/MG_8716-2-1.jpg\" alt=\"\" class=\"wp-image-23190\" srcset=\"https:\/\/expressionumea.se\/wp-content\/uploads\/2023\/04\/MG_8716-2-1.jpg 533w, https:\/\/expressionumea.se\/wp-content\/uploads\/2023\/04\/MG_8716-2-1-200x300.jpg 200w, https:\/\/expressionumea.se\/wp-content\/uploads\/2023\/04\/MG_8716-2-1-8x12.jpg 8w\" sizes=\"(max-width: 533px) 100vw, 533px\" \/><figcaption class=\"wp-element-caption\">Christian Malmsten - Sales Lab<\/figcaption><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\"><\/div>\n<\/div>\n\n\n\n<p>The morning was rounded off with discussions about customer segmentation and its importance for the sales process. In autumn 2023, Christian Malmsten will return to eXpression Ume\u00e5 to take the next step towards sales together with the participants in the incubator programme.&nbsp;&nbsp;<\/p>\n\n\n\n<p><em>Want to read more about customer segmentation? Take a look at the guide that was developed during the Sustainable Tourism of the Future project. Visit our <a href=\"https:\/\/expressionumea.se\/en\/your-customer-segmentation-becomes-relevant\/\" target=\"_blank\" rel=\"noreferrer noopener\">knowledge bank.<\/a>\u00a0<\/em><\/p>\n\n\n\n<p>Header picture taken by: Malin Gr\u00f6nborg<\/p>","protected":false},"excerpt":{"rendered":"<p>On Wednesday 26 April, eXpression Ume\u00e5 held a workshop for the participants in the Creatives incubator programme. The workshop was facilitated by Christian Malmsten from S\u00e4ljlabbet. Before the workshop, the participants had to prepare themselves by answering questions about which target group they should prioritise and what customer benefit they offer through their companies.<\/p>","protected":false},"author":4,"featured_media":22683,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[335],"tags":[],"eu-finansiering":[],"artikeltyp":[628],"class_list":["post-23176","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creatives","search-category-artikel","artikeltyp-nyheter"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Kundresa, m\u00e5lgrupp och segmentering\u00a0 - eXpression Ume\u00e5<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/expressionumea.se\/en\/customer-journey-target-group-and-segmentation\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kundresa, m\u00e5lgrupp och segmentering\u00a0 - eXpression Ume\u00e5\" \/>\n<meta property=\"og:description\" content=\"Onsdag den 26 april h\u00f6ll eXpression Ume\u00e5 en workshop f\u00f6r deltagarna i inkubatorsprogrammet Creatives. Workshopen faciliterades av Christian Malmsten fr\u00e5n S\u00e4ljlabbet. Inf\u00f6r workshopen fick deltagarna f\u00f6rbereda sig genom att besvara fr\u00e5gor som bland annat handlade om vilken m\u00e5lgrupp de b\u00f6r prioritera och vilken kundnytta de erbjuder genom sina f\u00f6retag.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/expressionumea.se\/en\/customer-journey-target-group-and-segmentation\/\" \/>\n<meta property=\"og:site_name\" content=\"eXpression Ume\u00e5\" \/>\n<meta property=\"article:published_time\" content=\"2023-04-27T12:52:32+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-03T20:02:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/expressionumea.se\/wp-content\/uploads\/2023\/02\/creatives_2023_malin_gronborg.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2000\" \/>\n\t<meta property=\"og:image:height\" content=\"1334\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Anna Wikholm\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Anna Wikholm\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/expressionumea.se\/kundresa-malgrupp-och-segmentering\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/expressionumea.se\/kundresa-malgrupp-och-segmentering\/\"},\"author\":{\"name\":\"Anna Wikholm\",\"@id\":\"https:\/\/expressionumea.se\/#\/schema\/person\/1e20558e56409dffe7180bdd0cc8f950\"},\"headline\":\"Kundresa, m\u00e5lgrupp och segmentering\u00a0\",\"datePublished\":\"2023-04-27T12:52:32+00:00\",\"dateModified\":\"2023-08-03T20:02:58+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/expressionumea.se\/kundresa-malgrupp-och-segmentering\/\"},\"wordCount\":277,\"publisher\":{\"@id\":\"https:\/\/expressionumea.se\/#organization\"},\"image\":{\"@id\":\"https:\/\/expressionumea.se\/kundresa-malgrupp-och-segmentering\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/expressionumea.se\/wp-content\/uploads\/2023\/02\/creatives_2023_malin_gronborg.jpg\",\"articleSection\":[\"Creatives\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/expressionumea.se\/kundresa-malgrupp-och-segmentering\/\",\"url\":\"https:\/\/expressionumea.se\/kundresa-malgrupp-och-segmentering\/\",\"name\":\"Kundresa, m\u00e5lgrupp och segmentering\u00a0 - 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