The skinny on customer segmentation analytics
Analytics are meaningless if you don’t know how to use them to improve your business.
The secret to making your data work for you is customer segmentation. Segmentation is the process of sorting customer data into groups based on factors like demographics or purchase history. The segments help you see patterns in your analytics to understand how issues are impacting your target customers.
Zendesk Explore makes segmenting your customer base effortless. Use it to easily relate your customer data to your company’s bottom line.
Streamline customer segmentation analytics with Explore
Zendesk Explore is a powerful analytics tool. It helps you segment your customers, analyze data, and share that information with the rest of your team.
Choose from a wide range of demographics
Customer segmentation lets you group like customer bases together to see patterns in their issues and behaviors. Explore’s dashboard builder has a variety of filters to choose from. It lets you easily sort through your customer analytics based on the products customers own, their personal demographics, and more.
Explore’s custom filters make segmenting customers easy. Regardless of how many different groups you’re monitoring, you can split them quickly.
Monitor your customer segments to find patterns
Monitoring customer segments over time helps you see where problems are. Use Explore to see how metrics vary by segment to build a deeper understanding of which issues impact which customer groups.
For example, suppose you want to know whether there is a time of year a customer group is more engaged with your products. Using Explore's filters, you can segment those customers—by things like age, buying frequency, or demographic.
Once the filtered group is created, you can track it over a year’s time to see whether there are patterns in monthly engagement. You can even compare this data to other customer segments. This is a great way to make sure the spike is unique to your target segment and not based on another factor.
Segment-specific data trends give you a more detailed perspective of your customers’ behavior and help you plan for the future using analytics from past years.
Facilita la colaboración entre equipos
To be able to act on customer segmentation analytics, your team has to have easy access to it. Explore makes it easy to share your dashboard analytics with your team. You can build a unique distribution list and schedule a frequency of delivery.
For example, Zendesk support managers are sent a weekly snapshot of the past week’s customer data. That way, there’s no need to fill everybody in at the beginning of the weekly update meetings. Instead, they can jump right into discussing possible solutions for specific groups.
How companies are improving their service with segmentation
Gympass: segmenting by issue Highlights improvement opportunities
Gympass, the world’s largest corporate fitness platform, partnered with Zendesk in 2018. While Gympass started out with Zendesk Chat, they soon added Support, Guide, and Explore. Today, Gympass’ team of 80 agents handle between 50,000 and 100,000 tickets a month.
The company uses Explore to look at optimization analysis forecasts and call, chat, and email analysis. They break issues down by customer segments to solve problems in a more structured way.
“We’ve been using Zendesk data that comes out of Explore to identify the most critical reasons our customers are getting in contact with us,” said Rafael Sobral, former Director of Operations at Gympass. “And with that, building a road map of potential improvements from both an operations and product perspective.”
Customer segmentation has been especially helpful with building this road map. Gympass uses the dashboard builder tool to segment customers by demographic to find trends in different segments’ unique contact needs and create customized solutions for these smaller groups.
Spartan Race: improve agent performance with Explore
The lifestyle brand Spartan Race chose Zendesk for support in 2016 when their races expanded into retail. As their customer base grew, they wanted to be able to offer multi-channel support options. Today, Spartan Race also uses Zendesk Chat, Guide, and Explore.
Before adding Explore to their services, Spartan had no way to measure and report on agent performance and customer satisfaction. They were drawn to Explore for its ability to segment data both for customers and for agents.
“We love the analytics Explore gives us into agent performance,” said Aja Varney, director of global customer engagement at Spartan Race. “In one quick glance, we can easily identify who has low CSAT or one-touch ticket rates and identify areas of development for our team.”
Spartan Race’s use of Explore for segmentation has led to some big wins in their customer service. After implementing Zendesk, the company now boasts a 93% average customer satisfaction rating.
Understand your audience with customer segmentation analytics
Customer segmentation analytics are a key way to strengthen your service. Use the patterns segmentation reveals to address your customers’ pain points and improve your product offerings.
Ready to strengthen your understanding of your customers? Try Zendesk Explore today with our free trial.
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