Track Satisfaction by Segment

If your company is like most companies, you most likely track customer satisfaction by sending out a survey to a random group of customers. This is definitely better than nothing and certainly worth doing, but it’s still a bit lacking.

The next step is customer satisfaction tracking is to track customer satisfaction among different segments. Segments worth considering include:

  • Geographic regions (North America, EMEA, Asia, etc.)
  • Demographic data (gender, age, etc.)
  • Length of time with company (for services)
  • Loyalty / rewards program membership
  • Different products / services they utilize
  • Customer value (customers who you actually make money off of)

And any number of other characteristics or information that you might be interested in segmenting. The point is to track where and for whom your customer service might be doing exceptionally well and where and for whom it might be failing.

Examples: If new customers are responding with very poor opinions of your company, chances are the getting started process is a bit rough around the edges. If members of loyalty / rewards programs are responding poorly, they probably don’t feel as valued as they are expecting and need some extra attention.

Segmenting makes what could otherwise be a boring blur of customer satisfaction data a lot more interesting and a lot more useful. It is a perfect thing for companies who identity their service as “pretty good” to invest some time into. When your service is doing well overall, segmenting will reveal what needs to be improved in much more specific terms.