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SEGMENTS ARE YOUR BEST FRIEND

Not all clients are created equal. Some are big, some are little. Some are domestic, others are international. Some focus on one industry, others focus on another. Assuming that your clients are all the same would miss the nuances that affect their business...and the nuances that affect how they think about you.

This is where having segments enabled in your client surveys becomes useful. Separating your clients into unique groups—for instance London clients versus New York clients or Tier 1 clients versus Tier 2 clients—lets you understand how similar clients behave. It’s quite possible that larger customers will require more robust services than smaller clients. Depending on the product or service your offer, you might be better poised to solve the needs of one of these clients better than the other. Segmenting clients gives you this visibility.

Trying to create and analyze segments by hand would be a huge burden, and prone to human error. Using an online client survey tool like CLIENTpulse makes this easy. Upon entering your client list just include their segment type. When results are in, the administrator can easily filter by segment and watch trends reveal themselves.

Commonly created segments include:

  • Geographic location
  • Industry type
  • Company size
  • Number of services used
  • Yearly revenue

Quick Tip:

LEVERAGE SEGMENT INSIGHTS

Once you start surveying your clients, you’ll probably start noticing some trends. Do some clients keep giving you 10s while others offer up lower satisfaction scores?

Using segments, you can break down your clients further and see if one set of clients is happier than another. Take a look at the two graphs below charting client satisfaction, segmented by company size:

Smaller Companies Larger Companies

For this client, smaller companies are showing some levels of dissatisfaction while the larger clients are predominantly satisfied. Graphing these results makes this reality pop out. And by segmenting CHI scores by company size (Need a reminder about CHI? Click Here), the difference becomes even more pronounced:

  • CHI Score of Smaller Clients: 38
  • CHI Score of Larger Clients: 56

Why is this happening? That’s for account managers and executives to dig in to. Visualizing data is a great first step to understanding client sentiment trends. But don’t forget that follow-up step of acting on your data too!

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