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How can you use data to understand your global clients better?

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As an account manager, you need to understand your global clients better to deliver value, build trust, and grow your business. But how can you use data to segment and prioritize your clients across different regions, markets, and cultures? This article will discuss the key data sources and metrics for global client analysis, as well as how to segment clients based on their needs, preferences, and behaviors. Additionally, it will cover how to prioritize clients according to potential, performance, and satisfaction. Furthermore, it will provide insight into customizing communication and service strategies for different client segments. Lastly, it will explain the importance of monitoring and evaluating global client data and feedback.

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Mukund Narayan Mishra

Customer Success Advocate | LinkedIn Top Voice | Leeds MBA | Managed global $8M Portfolio ?? | Mar-Tech | Ad-Tech |…
Asha Kanta Sharma

Manager - Finance & Accounts @ Opendoors Fintech | Financial Accounting
Shukhrat I.

Empowering Human Potential with AI Agents | Co-founder @Cubeo AI

1 Data sources and metrics

To better understand your global clients, you should collect and analyze data from various sources and metrics. CRM systems, web analytics, market research, and social media are all useful sources of data that can provide insights into your clients' profiles, interactions, transactions, feedback, behavior, engagement, conversion, needs, preferences, expectations, sentiment, advocacy, and influence. Additionally, metrics like revenue, profitability, lifetime value, satisfaction, and net promoter score can help you track your client value, retention, growth, margin, efficiency, return, loyalty, potential profitability, quality performance and retention. These metrics can also provide insight into your client advocacy reputation and referral.

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Mukund Narayan Mishra

Customer Success Advocate | LinkedIn Top Voice | Leeds MBA | Managed global $8M Portfolio ?? | Mar-Tech | Ad-Tech | Digital Transformation | AI | SaaS
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Let's address the data part first. It depends on your business segment and client's offerings. You can incorporate data capturing in many forms such as analytics tools, product analytics tools, CRM, etc. Each tool has its own metrics, so fist be clear about them.You can achieve multiple assessments with these data points but let's look at the basics: - 1. Client segmentation - You can segment clients by the average order value, behaviour, location, industry, etc. You can go even deeper if you wish to such as location by country, state, city, etc. 2. Customer Experience - End to End experience, including sales to retention as it will help you deploy the right resources. 3. Responses - Response to your launch, marketing, etc.

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Asha Kanta Sharma

Manager - Finance & Accounts @ Opendoors Fintech | Financial Accounting
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To better understand global clients, businesses can use data effectively. Centralizing global client data, segmenting clients based on geographic locations, time zones, and cultural factors, analyzing historical data, and mapping customer journeys are key strategies. Predictive analytics can forecast future client behavior, and customer feedback analysis can identify recurring themes. Performance metrics by region, economic and market conditions, customer lifetime value, business needs analysis, cross-sell and upsell opportunities, and recommendations can help identify unique challenges. Customized marketing campaigns, regulatory changes, and global event impact analysis can also help.

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2 Client segmentation

Segmenting global clients requires grouping them based on their similarities and differences in terms of their needs, preferences, and behaviors. You can segment them using criteria like geographic, demographic, psychographic, and behavioral. Geographic segmentation helps you understand market size, potential, and competition. Demographic segmentation helps you understand the client profile, needs, and preferences. Psychographic segmentation helps you understand motivation, perception, and satisfaction. Behavioral segmentation helps you understand behavior, engagement, and loyalty. Combining these criteria and methods can create more specific and relevant segments. For example, you can segment your clients based on their geographic and behavioral data like region and loyalty level.

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3 Client prioritization

To prioritize your global clients, you need to rank them based on their importance and urgency for your business. Various frameworks and tools can be used to accomplish this, such as ABC analysis, RICE score, and Eisenhower matrix. ABC analysis prioritizes clients based on their revenue contribution, with A clients being the most valuable, B clients moderately valuable, and C clients the least valuable. RICE score prioritizes clients based on reach (number of clients affected), impact (degree of change for the clients), confidence (certainty of the outcome), and effort (amount of work required). Eisenhower matrix prioritizes clients according to importance (contribute to goals) and urgency (require immediate attention). Combining these frameworks and tools can create a more balanced and realistic prioritization for your global clients. For example, you can prioritize your A clients who are both important and urgent.

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Shukhrat I.

Empowering Human Potential with AI Agents | Co-founder @Cubeo AI
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Selecting a prioritization technique depends on your team's needs. RICE is good for holistic project assessment but may lack data. Eisenhower's Matrix demands focus on urgency and importance. ABCDE suits daily task handling but requires a comprehensive view. MoSCoW aids decision-making but may be subjective. ICE offers quick ranking but can be subjective too. Value vs. Complexity balances idea worth and effort. WSJF suits medium-to-large firms but may reflect bias. Kano Model measures satisfaction but demands time. Consider your project specifics to choose the right fit for efficient decision-making and task management.

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4 Communication and service strategies

To communicate and serve your global clients better, you need to customize your strategies based on their segments and priorities. Personalization, localization, automation, and optimization are all techniques and best practices you can use to increase client relevance, satisfaction, trust, respect, efficiency, responsiveness, consistency, value, retention, and growth. For instance, combining personalization and localization can create more relevant and engaging content for your clients while automation and optimization can help deliver it faster and better. By using these techniques and best practices in your communication and service strategy for global clients, you can create a more effective and efficient approach.

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5 Data and feedback monitoring

To monitor and evaluate your global client data and feedback, you need to measure and analyze your results and outcomes. Different methods and tools can be used for this purpose, such as dashboards for tracking progress and performance, reports to communicate achievements and challenges, surveys to measure client satisfaction, perception, and loyalty, and interviews to understand client needs, preferences, and expectations. A combination of these methods and tools can create a comprehensive and holistic monitoring and evaluation system for your global client data and feedback. For instance, dashboards and reports can be used to track data and metrics while surveys and interviews can collect feedback and insights.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Mir Ali Khan

Independent Consultant | Client Success & Partnerships
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1. Gather data from client interactions - purchase history, feedback, and engagement with marketing campaigns. 2. Use market research to understand the cultural, economic, and social factors influencing client behaviours in different regions. 3. Analyze social media and online engagement to gauge brand perception and client interests. 4. Leverage CRM tools to consolidate and analyze client data, identifying trends and patterns. 5. Conduct surveys for direct client feedback, especially to understand market nuances. 6. Use analytics tools to interpret this data, providing a comprehensive understanding of your clients. 7. This data-driven approach allows for more tailored strategies and better decision-making in serving global clients.

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How can you use data to understand your global clients better?

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1 Data sources and metrics

2 Client segmentation

3 Client prioritization

4 Communication and service strategies

5 Data and feedback monitoring

6 Here’s what else to consider

Account Management

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How can you use data to understand your global clients better?

1

2

3

4

5

6

1 Data sources and metrics

2 Client segmentation

3 Client prioritization

4 Communication and service strategies

5 Data and feedback monitoring

6 Here’s what else to consider

Account Management

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