The skinny on customer segmentation analytics
Unless you know how to use data to improve your business, it’s meaningless. With Zendesk Explore, we spend a lot of time thinking about customer segmentation analytics and ways to relate your customer interaction data back to your organization’s bottom line. Here's a tip (and four more) to help you start using your customer data to change your company for the better.
Analytics, not anecdotes
Capture customer segment data:
- When a key metric, like customer satisfaction, starts to lag, it’s obvious you need to change something. But what? Slicing key metrics by customer segment allows you to pinpoint the source of the problem and make targeted improvements for those customers. Much easier than trying to raise the metric across the entire customer base!
- You can segment customers based on which products they own, their geography, or the history of their interactions—as long as the segment is defined by some important trait that could make customers behave differently from the baseline.
At Zendesk, we capture customer segments in custom organization fields. This approach lets us bring data like the customer’s plan type and help desk size into Zendesk Explore, where we can monitor and analyze metrics like customer satisfaction, time to first reply, and Net Promoter Score℠ (NPS®) across our most important customer segments. When one segment begins to fall behind in performance, it’s a clue about what questions to ask next.
Get more insight
If you really want to put your customer data to work, a little segmentation goes a long way. Check out our playbook on Customizing Zendesk Explore to read more about techniques to add context to your customer data.
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There’s a lot more where this came from. Keep exploring the world of customer service and customer segmentation analytics.
Net Promoter and NPS are registered U.S. trademarks, and Net Promoter Score and Net Promoter System are service marks, of Bain & Company, Inc., Satmetrix Systems, Inc. and Fred Reichheld.