Segmentation for You & Your Customers

Finding an easy way to segment your customer base is good for your sanity as a CSM and good for your customers.

Not all of your customers are going to have the same needs, or offer the same value to your company. Also, your customers will benefit from receiving the level of help and attention they need--so everyone wins!

There are several ways to segment your customers and you can find one that works for your company, but here are a couple of suggestions…

Segment based on revenue or subscription plan

If you have different levels of revenue and/or subscription plans then this is one of the easiest and most straight-forward ways to segment your customers. There is an obvious difference in value that the customers in each subscription tier offer your company.

The customers that pay the most with you have clearly invested quite a bit in you, so these are the ones that you should also invest your time and efforts in. These are the customers that you probably need to be doing more face-to-face meetings with, or getting on the phone with them.

These are the customers that are also inspecting you to have that level of investment.

The customers that are paying the least are still very valuable to your business, but you won’t need to have as much of a personal touch with. Customers that are paying on the lower end for your service, you can touch base once a month or once a quarter by email, reach out if you see they are in poor health and maybe need some more training, or need some help finding more value in the product.

These customers deserve great support and service, but they are also not expecting you to be discussing in-depth goals with them. They like your product and they are using it, and you like that they are doing well...everyone continues on without too much fuss.

Segment by product

This sounds similar to segmentation by revenue, but it is indeed different. Your company can offer different types of products that require different approaches to onboarding, adoption, and success phases and having those customers separated out helps A TON.

Customers in each of those product segments will require different help and onboarding materials, they might require different types of training--some products may require more time and more in-depth training materials. Having a more tailored training and onboarding program is something your customers will definitely appreciate, and it is as easy way for you to keep better organized.

Segment based on Potential

Another way is to segment your customers based on "potential.” You can do this by tagging customers as "HiPo" - meaning customers that don't pay much today but has the potential of growing with you. You could base it on usage, on brand name, revenue etc.

Segmenting by potential allows you to easily identify which customers offer the opportunity for up-sales.

Segment based on industry

Customers can not only going to differ by the type of product or subscription plan they have with you, but they can also have different needs based on what type of industry they are in, or what niche of the industry they are in.

So, let’s say you offer a service, like an HR solution, that can be useful to companies in multiple industries. You would segment your customers by the industry they work in (i.e. medicine, construction, education, and so on). They are all obviously very different and have very different needs so you can develop a strategy for helping each of these segments.

Again, a win-win for your sanity and the customer you are serving.

Segment based on NPS score

It doesn’t hurt to have customers segmented by their loyalty to your service, and NPS is one of the more honest forms of feedback you will receive.

By using NPS to segment your customers you can create an outreach method for each of those segments. If they are detractors (0-6), you will probably need to reach out to look into their feedback a bit more, see where they are not seeing the value. If they are passives (7-8) they might need a little bit more help materials but you won’t need to look into their feedback as much. If they are promoters (9-10) you should make sure they continue to see the value in your service.

Segmenting your customers helps you get through your day in a more efficient way, and it helps make sure that your customers are actually getting what they need to be successful.

Oh, and it helps you stay sane!

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