1.2. Segmenting for success: a practical workshop on understanding and serving diversified customer needs

This session will equip participants with practical tools and approaches to segment their client base and develop personas, enabling them to better understand and respond to the diverse and evolving needs of current and future customers.

This session will equip participants with practical tools and approaches to segment their client base and develop personas, enabling them to better understand and respond to the diverse and evolving needs of current and future inclusive finance customers.

In a rapidly changing world shaped by climate shocks, political transitions, and  technological shifts, customer needs and profiles are becoming increasingly diverse. To remain relevant and effective, financial service providers must move beyond one-size-fits-all approaches and develop deeper, more nuanced understandings of their clients. This hands-on session will offer:

- A short introduction to key segmentation concepts (behavioral, needs-based, usage-based, etc.).

- A collaborative persona development exercise, based on real-life-inspired profiles (e.g. displaced women entrepreneurs, young informal workers, climate-affected farmers).

- Practical tools and templates for mapping customer segments and identifying appropriate service design responses. Participants will leave with concrete, adaptable methods to refine their customer segmentation strategies and design more inclusive, need-responsive products and services.

Format: Interactive format