The 7 Step Toolkit

Step 1. Establish where you want to go – your strategic direction and priorities

Step 2. Identify your overall service offers

Step 3. Identify, segment and describe your customers

Step 4. Define a targeted service offer for each customer segment (to meet their identified needs)

Step 5. Transform your service offer into benefits for each customer segment

Step 6. Translate these benefits into targeted messages or conversations for each segment

Step 7. Communicate your key messages through customer conversations

Step 3. Segment your customers and profile them

Tourism Queenslandcustomer segments

Active Explorers

Holidays...where they can be challenged and feel alive

Stylish Travellers

Holidays...where they can stand out from the crowd, and appreciate and enjoy the finer things in life

Self Discoverers

Holidays...where they can enrich their mind and nourish their body

Unwinders

Holidays...where they can reflect and recharge at their own pace

Connectors

Holidays...where they can bond with family and friends

Social Fun-seekers

Holidays...where they can share good times with friends, new and old

ULS Customer Segments• Researchers• Disability• Public• Emeritus Professors• Alumni• Students on campus / off campus /

overseasfull time / part time final year / dissertation

• Staff new academicexisting academicretired

The Active Explorerssegment profile

Accommodation • not bound to a particular type of accommodation• segment most open to staying in backpacker

hostels, eco-lodge resorts or camping grounds • may stay with friends and relatives in a luxury

hotel /resort or standard motel • just needs to be clean and comfortable

Getting around • likely to drive, but will sometimes take a caravan • may fly, yet prefer to avoid airports • of all segments, most likely to visit multiple

locations during a holiday • unlikely to go on daytrips

Dining • not looking for quality dining options • prefer accessible food - so local pub and club

food is fine • venue isn't so important, the chance to

experience different tastes is what it’s all about

Social interaction • enjoy meeting and mixing with others • mostly travel with their partners, but travel with

family is an option

Holiday patterns • more likely than other segments to think limited

holiday time restricts the distance that can be travelled

• enjoy weekend breaks • will take the opportunity to build holidays around

sporting or other events

What they look for in a perfect holiday

Customer Segment Example

Final year dissertation students

• search / research skills

• familiarity with e-resources

• knowledge of using other libraries/ILL

• know how to find subject support help

• may have left everything until last minute

• may be mainly based in work-place or off campus

• familiarity with flexible services

• familiarity with collections and library services

• know about secure saving, printing options

• referencing, bibliographical tools e.g. Endnote

The 7 Step Toolkit

Step 1. Establish where you want to go – your strategic direction and priorities

Step 2. Identify your overall service offers

Step 3. Identify, segment and describe your customers

Step 4. Define a targeted service offer for each customer segment (to meet their identified needs)

Step 5. Transform your service offer into benefits for each customer segment

Step 6. Translate these benefits into targeted messages or conversations for each segment

Step 7. Communicate your key messages through customer conversations

Step 4. Define a targeted service offer for each customer segment (The 4 Ps)Define a targeted service offer based on your segment’s needs and preferences. Thinking about:

•Product? Which services can you offer to meet their needs?•Place? Where and when can the customer use those services to best meet their needs?•Price? What does the customer have to give up in order to use your services?•Competition? Who else provides what they need?

‘To implement the marketing concept successfully and satisfy customer needs, different product offerings must be made to diverse customer groups.’ Jobber

The 7 Step Toolkit

Step 1. Establish where you want to go – your strategic direction and priorities

Step 2. Identify your overall service offers

Step 3. Identify, segment and describe your customers

Step 4. Define a targeted service offer for each customer segment (to meet their identified needs)

Step 5. Transform your service offer into benefits for each customer segment

Step 6. Translate these benefits into targeted messages or conversations for each segment

Step 7. Communicate your key messages through customer conversations

Step 5. Transform your service offers into customer benefitsFor each service offer to each segment identify the specific benefit of that service offer to them.

Define:

•The difference the service will make to them

•Why the price is worth it

•Why your service is better than the competition

•The overall benefit of your service offer

Benefit: ‘An offer of some entity in which they get more than they give up as perceived by them and in relation to alternatives including doing nothing.’ Perla

Activity 1 Identify and articulate the benefits of these services for your segment(15mins)

The 7 Step Toolkit

Step 1. Establish where you want to go – your strategic direction and priorities

Step 2. Identify your overall service offers

Step 3. Identify, segment and describe your customers

Step 4. Define a targeted service offer for each customer segment (to meet their identified needs)

Step 5. Transform your service offer into benefits for each customer segment

Step 6. Translate these benefits into targeted messages or conversations for each segment

Step 7. Communicate your key messages through customer conversations

Activity 2 Plot your customer segment journey onto the timeline(10 mins)

Activity 3 Map your benefit based conversations onto the timeline(15 mins)

Activity 4 Shape your Conversation(15 mins)

Think about…•vehicles for delivery•conversational tools•social media•ways to gather and share impact

Share & Feedback

Who is your segment?

What was your conversation?

When did you hold it?

How did you deliver it?

The 7 Step Toolkit

Step 1. Establish where you want to go – your strategic direction and priorities

Step 2. Identify your overall service offers

Step 3. Identify, segment and describe your customers

Step 4. Define a targeted service offer for each customer segment (to meet their identified needs)

Step 5. Transform your service offer into benefits for each customer segment

Step 6. Translate these benefits into targeted messages or conversations for each segment

Step 7. Communicate your key messages through customer conversations