How can we segment our database to measure intangible aspects like loyalty, commitment and trust to our service?

Stump The Strategist

Watch below as we answer:

Q: We're a B2B service provider in employment law advice, looking to segment our database. How can we measure intangible aspects like loyalty, commitment, and trust to our service?

• Featured strategists are: 

  Ashton Bishop – Head of Strategy, Step Change Marketing

  Adam Long – General Manager, Step Change Marketing

  Dean Harris – Director and founder, Brand Navigator

  Ewan Frith – Director, Good Egg Thinking

• About Stump The Strategist:

  • Questions from the floor, answered live in nine minutes
  • It's opinion, not advice
  • Step Change charges clients for advice, Stump The Strategist is free

A:

• The specialist always beats the generalist. If you try to be everything to everyone, you begin to stand for nothing. Customers are looking for specific organisations with people who can relate to their problems and are 'just like them'. Be clear about your job role within the industry and what services you provide.

• To understand what your customers want, it is important to engage in effective segmentation. Track what people look at and buy online, and build a consumer profile of your target customer.

• Integrate a Net Promoter Score (NPS). If your customers rank from 0-6, give them a call straight away – dissatisfied customers are bad for business. Those ranging from 7-8 can be considered your innovation pipeline. Ask them what you’ve missed or how you can make your services better. Customers who rank you a 9-10 are active promoters and will be willing to recommend you to others. Ask these customers for a video testimonial, or to recommend you on Google My Business.

• The NPS means nothing without context and action. Ask consumers what their scores mean to them. What's stopping them from having a better experience – is it the price, the quality, the service, the product? Also, look at what your competitors are scoring to provide a relevant comparison.

• When conducting your segmentation, it is important to follow three key factors. First, your segmentation needs to be relevant and predictive of customer behaviours. It also needs to be distinctive – do customers appear multiple times within your segmentation? Finally, the segment has to be actionable. This means you should be able to drive different marketing approaches and strategies. 

• If you don’t have an NPS, segment your customers based on available data. Go through your database to assess which customers are active, passive and which ones are lost. What differentiates the active customers from the rest? 

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