Not too long ago I wrote about measuring customer satisfaction adding Net Promoter Score survey questions to your customer satisfaction surveys, and how you could classify clients and consumers based on their responses. I mentioned how you should use these classifications to look for similarities within the groups. This can help you identify possible segments that are best for your organization to target or possible reasons for how satisfied or dissatisfied a client is. Here are some other tips for what to look for:
1. Industries: Are customers who are highly satisfied within the same or similar industries? What about dissatisfied customers? Maybe these are industries you should more time focusing on and targeting, or less time targeting depending on the answers to the above questions.
2. Products or Services: Are customers who are highly satisfied all buying the same thing? What are dissatisfied consumers buying? You may find one of your offerings better meets the needs or solves a pain point, and be able to market that solution differently to grow sales. You could find there's a problem with a particular offering that needs to be looked into because it's not giving your the renewals or repeat purchases you'd hoped.
3. Company Size: How large are the organizations purchasing your products? Are large organizations dissatisfied and small organizations secure? Look at number of employees, revenue numbers, etc. when looking for similarities between clients falling into each of the four groups.
4. Demographics: While this may seem like it's a category for those companies selling consumer goods, it can apply to B2B organizations as well. You might find your messaging better targets a specific gender or you offer better support to specific geographic regions due to time zone differences. Don't discount the age and educational background of your users either. Perhaps your dissatisfied customers are older and are not as familiar with using a computer or the internet as younger users who grew up on the internet.
1. Industries: Are customers who are highly satisfied within the same or similar industries? What about dissatisfied customers? Maybe these are industries you should more time focusing on and targeting, or less time targeting depending on the answers to the above questions.
2. Products or Services: Are customers who are highly satisfied all buying the same thing? What are dissatisfied consumers buying? You may find one of your offerings better meets the needs or solves a pain point, and be able to market that solution differently to grow sales. You could find there's a problem with a particular offering that needs to be looked into because it's not giving your the renewals or repeat purchases you'd hoped.
3. Company Size: How large are the organizations purchasing your products? Are large organizations dissatisfied and small organizations secure? Look at number of employees, revenue numbers, etc. when looking for similarities between clients falling into each of the four groups.
4. Demographics: While this may seem like it's a category for those companies selling consumer goods, it can apply to B2B organizations as well. You might find your messaging better targets a specific gender or you offer better support to specific geographic regions due to time zone differences. Don't discount the age and educational background of your users either. Perhaps your dissatisfied customers are older and are not as familiar with using a computer or the internet as younger users who grew up on the internet.
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