How do you segment and target your customers based on their satisfaction levels and needs?

1 Choose the right survey type

When it comes to assessing customer satisfaction, there are a variety of surveys available depending on your goals and resources. Net Promoter Score (NPS) is a popular option, which simply asks customers to rate their likelihood of recommending your product or service to a friend or colleague on a scale of 0 to 10. The NPS is calculated by subtracting the percentage of detractors from the percentage of promoters. This can help you identify your most loyal and enthusiastic customers, as well as those who may be at risk of leaving or spreading negative word-of-mouth. Additionally, Customer Satisfaction Score (CSAT) is a more specific question that inquires about customer satisfaction with a particular aspect of your product or service, such as quality, features, support, or delivery. This is usually measured on a scale of 1 to 5, with 1 being very dissatisfied and 5 being very satisfied. Lastly, Customer Effort Score (CES) is a question that asks customers how easy or difficult it was to accomplish a certain task with your product or service, such as making a purchase, resolving an issue, or finding information. This is typically measured on a scale of 1 to 7, with 1 being very easy and 7 being very difficult. All of these surveys can help you evaluate how user-friendly and convenient your product or service is, and how it impacts customer loyalty.

2 Segment your customers by satisfaction level

Once you have collected your survey data, you can use it to segment your customers according to their satisfaction level. This can help you customize your marketing, sales, and retention strategies to different groups of customers, based on their individual needs and expectations. For instance, you can divide your customers by their NPS score into three categories: Promoters, Passives, and Detractors. Promoters are your most loyal and satisfied customers, who are likely to refer you to others and buy more from you. You can reward them with incentives, discounts, referrals, or loyalty programs, and ask them for testimonials, reviews, or feedback. Additionally, you can leverage their positive word-of-mouth to attract new customers and increase your brand awareness. Passives are your neutral customers, who are neither happy nor unhappy with your product or service. They are not likely to promote you or leave you, but they are also vulnerable to switching to competitors if they find a better offer. To increase their satisfaction and loyalty, you can improve your product or service quality, offer more value, or provide better support. You can also ask them for suggestions, opinions, or complaints, and show them that you care about their needs and preferences. Lastly, Detractors are your unhappy and dissatisfied customers, who are likely to leave you or damage your reputation. To retain them, you can address their issues, apologize for their negative experiences, or offer them compensation or solutions. Moreover, you can learn from their feedback and identify the root causes of their dissatisfaction, and make the necessary changes to prevent future problems.

3 Target your customers by satisfaction level

Segmenting your customers by their satisfaction level allows you to target them with tailored messages, offers, and actions, based on their stage in the customer journey and their potential value to your business. For instance, you can target your customers by their NPS score in the following ways: Promoters can be targeted with retention and referral campaigns, such as sending thank-you notes, inviting them to join loyalty programs, asking them to share their stories or reviews, or offering incentives for bringing new customers. Additionally, you can suggest complementary products or services, or show them how they can benefit from upgrading or renewing their subscription. Passives can be targeted with satisfaction and loyalty campaigns, such as sending satisfaction surveys, asking for feedback, or offering free trials, demos, or samples. You can also highlight your unique selling proposition, show customer testimonials or case studies, or give them exclusive discounts or bonuses. Detractors can be targeted with retention and recovery campaigns, such as sending apology emails, offering refunds or replacements, or providing dedicated support or assistance. Furthermore, you can inform them about product or service updates, show how-to guides or tutorials, or invite them to webinars or events.