V Skill HF-D8.2-003 cross-sector 9 skills

Customer segmentation and targeting

Divides customers and prospects into groups with comparable needs and value and chooses which groups the organisation will target.

How hrmforce measures this

The candidate performs a representative work sample under standardised conditions.

Level	Behaviour at this level
N1 Guided	Assigns customers to existing segments using recorded characteristics and reports doubtful cases. works under supervision and follows instruction · routine, one variable at a time · own task
N3 Proficient	Builds a segmentation from customer data and behaviour and explains the need and the value for each segment. sets own approach and seeks input proactively · several variables, some ambiguity · own team or process
N5 Leading	Establishes the segmentation model for the organisation, links it to offering and channels and revises it when markets shift. sets the standard and the policy · strategic, under high uncertainty · organisation, value chain or profession

N2 and N4 are deliberately not anchored. Raters place them between the anchors, following the O*NET convention.

These skills inherit the assessment route and the behavioural anchors of this construct.

T	Skill	Definition	Demand outlook 2026 to 2030
V	Building a customer segmentation Customer segmentation	Divides the customer base into groups with comparable needs, behaviour or value for the organisation.	rising
V	Creating a buyer persona Buyer persona	Describes a typical customer with role, goals, objections and information behaviour to guide choices.	rising
V	Defining the ideal customer profile Ideal customer profile	Determines with characteristics such as size, sector and need which customers fit best.	rising
V	Performing an RFM analysis RFM analysis	Scores customers on recency, frequency and monetary value of purchases and splits them into action groups.	rising
V	Prioritising segments on value Segment prioritisation	Ranks segments on revenue potential, margin and feasibility and chooses where effort goes.	rising
V	Enriching market data with external sources Data enrichment	Supplements customer data with sector, size and location data from external files and registers.	rising
T	Recording segmentation in the CRM CRM segmentation	Records segments, labels and selections in the customer system so campaigns can run on them.	rising
V	Postcode and demographic selection Geodemographic selection	Selects target groups on location, age, household and income for a targeted campaign.	rising
V	B2B segmentation on firmographics Firmographic segmentation	Divides business customers by sector, size, legal form and headcount into workable groups.	rising