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What are the best ways to segment customer feedback?

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Customer feedback is essential for any startup that wants to improve its product, service, or user experience. But how do you make sense of all the different opinions, suggestions, and complaints that you receive from your customers? One effective way is to segment your feedback into meaningful categories that help you prioritize your actions, identify patterns, and address specific issues. In this article, you will learn what are the best ways to segment customer feedback and how to apply them to your startup development.

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1 Why segment customer feedback?

Segmenting customer feedback can be beneficial in understanding your customers better and tailoring your communication and offers to their needs, preferences, and expectations. By segmenting customer feedback, you can focus on the most important or urgent feedback and avoid getting overwhelmed by the noise or irrelevant information. Additionally, it allows you to uncover insights and trends that might otherwise be hidden or overlooked in the aggregate data. Moreover, you can measure and compare the impact of your actions on different segments and evaluate your progress and performance.

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Guillermo Garza Montes de Oca
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Una de las mejores prácticas que se deben tener al momento de evaluar la satisfacción de los clientes es segmentarlos por cohort o fecha de entrada. Esto te permite detectar nichos de usuarios, versión del producto al que fue expuesto o tiempo que le tomo aprender a usar la solución. Pensemos que es muy fácil perder de vista que un usuario que usa 10 veces tu producto los primeros días puede ser curiosidad pero si lleva 3 meses y sigue usando 10 veces tu producto es probablemente síntoma de que tú producto entrega valor.

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2 How to segment customer feedback by customer characteristics?

Segmenting customer feedback by customer characteristics, like demographics, behavior, or psychographics, can help you gain insight into who your customers are, what they want, and how they use your product or service. Examples of customer characteristics include age, gender, location, income, education, occupation; customer journey stage, purchase frequency, loyalty, retention, churn; and goals, motivations, pain points, challenges, satisfaction, loyalty. You can leverage various tools and methods to collect and analyze customer characteristics such as surveys, interviews, analytics and CRM.

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3 How to segment customer feedback by feedback type?

Another way to segment customer feedback is by feedback type, such as positive, negative, neutral, or mixed. This can help you to recognize the strengths and weaknesses of your product or service, as well as the opportunities and threats for your startup. Examples of feedback types include praise, compliments, testimonials, referrals, complaints, problems, issues, bugs, errors, questions, requests, suggestions, ideas and feedback with both positive and negative aspects. You can use various tools and methods to collect and analyze feedback types like ratings, reviews, NPS score, sentiment analysis and text analysis.

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4 How to segment customer feedback by feedback source?

Segmenting customer feedback by source is a useful way to understand where and how customers share their feedback, as well as the reliability and validity of the feedback. Examples of feedback sources include direct feedback (given directly through channels you control or manage, such as email, chat, phone, social media, etc.), indirect feedback (given indirectly through channels you don't control or manage, such as review sites, forums, blogs, podcasts, etc.), and inferred feedback (inferred from customer actions, behavior, or data). To collect and analyze these sources of feedback, you can use various tools and methods, such as web scraping, listening tools, and analytics.

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5 How to segment customer feedback by feedback stage?

A fourth way to segment customer feedback is by feedback stage, such as before, during, or after using your product or service. This can help you understand the customer journey and the touchpoints that influence their feedback, as well as the timing and context of the feedback. For instance, customers may give you feedback prior to using your product or service that relates to their expectations and perceptions. During use, customers may provide feedback related to their experience, usability, and functionality. After use, customers may provide feedback based on outcomes, results, satisfaction levels, and loyalty. To collect and analyze these different stages of feedback, you can use surveys, interviews, and analytics.

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Sriram Sundararajan
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Feedback allows startups to gain an appreciation for what is most valuable to customers. Segmenting feedback by each stage in the customer life cycle can help a startup analyze feedback pertinent to each stage. The customer life cycle can be segmented into three simple stages: Prepurchase, Point of purchase and Post Purchase. Feedback can also help startups to lower customer acquisition costs. Sales playbook can be developed to better engage customers and increase conversions with guided prompts and scripts. Insights about competition gained via such feedback can also be used to develop competitive battle cards. Feedback can also be used to design service recovery tactics targeting customers with an increased risk of churn.

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6 How to apply segmenting customer feedback to your startup development?

Segmenting customer feedback can help you improve your startup development in many ways, such as validating assumptions about customers and your product or service, identifying and prioritizing customer problems, creating and testing different value propositions, designing features that match customer preferences, optimizing the customer journey, and measuring and improving customer satisfaction. To apply segmenting customer feedback to your startup development, you need to define your goals and objectives, choose criteria and methods for segmenting customer feedback that best suit your goals, collect and analyze the segmented customer feedback, and implement and test the changes derived from the segmented feedback. Finally, monitor and evaluate the results and impact.

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7 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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Olga Noha

3x CMO | Woman of the Year | Global Marketing Executive | SaaS | B2B | Helping international companies untap the US & global markets
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To segment customer feedback effectively, categorize it based on product, service, and experience. Further, segment by customer demographics and purchasing behavior. This approach ensures that feedback is actionable, directly linking customer insights to specific areas for strategic improvement and targeted responses.

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What are the best ways to segment customer feedback?

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1 Why segment customer feedback?

2 How to segment customer feedback by customer characteristics?

3 How to segment customer feedback by feedback type?

4 How to segment customer feedback by feedback source?

5 How to segment customer feedback by feedback stage?

6 How to apply segmenting customer feedback to your startup development?

7 Here’s what else to consider

Startup Development

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What are the best ways to segment customer feedback?

1

2

3

4

5

6

7

1 Why segment customer feedback?

2 How to segment customer feedback by customer characteristics?

3 How to segment customer feedback by feedback type?

4 How to segment customer feedback by feedback source?

5 How to segment customer feedback by feedback stage?

6 How to apply segmenting customer feedback to your startup development?

7 Here’s what else to consider

Startup Development

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