Customer retention

Segmenting from Customer Interviews

Customer interviews are really important.As soon as you start to collect data about your customers, you want somewhere to put it.And I have a template for you as part of this lesson.And you can download that.Take a look at this little piece of it, though.This is where we have various descriptions of different types of customers.And then you start to plug in the segments of your customers.Those different types of customers, their descriptions line up with a place that they are in their customer journey.So your segments could be in a customer journey.In this particular example, they could be coming in through different channels.There are lots of ways to segment your customers.For these purposes, we will talk about based on the customer’s journey.And that is your customers who are, all the way from your champions, your very best customers to customers you have lost.In order to start talking about segments, there are two things we need to cover.

Lesson Recap

We covered what you need to know about segmenting. We talked about how to identify cornerstone moments in onboarding and we talked about aligning in-app messaging with email messaging and your overall communication. My assignment for you is this to define your customer segment based on the journey. So just like the parts I showed you, as they move through the customer journey, define your own customer segments and who fits into each segment type based on your interviews. In order to do that, you’re probably going to want to download the customer segment template and use it to relate your defined segments to all of your customer interview qualitative data.So your resource is the customersegment qualitative data tracker.You can grab that, use it as an ongoing resourcein your business.It’s a living, breathing document.So make the most use of that as possible.Keep it updated every time you go to do new interviews.And develop your segments now and long-termfor better retention for everyone.To get the most value out of your customer segmentation,you want it to be both descriptive and predictive.To get a holistic view of your customer segmentsand their ultimate success, your going to want to useboth your behavioral, or quantitative data, likepurchase behavior, transactional data, and mix in someexternal or qualitative data, like demographics learnedin interviews, or personas developed from surveys.Those insights will inform your retention efforts.Including messaging, sales, product development.And they can be used to better predict the futureof your company.You didn’t know that better retention optimization meantyou’d be able to see into the future, did you?Told you this was good stuff.In the next lesson, we’re going to talk aboutgetting past that honeymoon phase,you know the very beginning where it’s all great,building habits with your product,gathering ongoing feedback,and building referral networks with your customers.These are some of my favorite things to dive intoand I can’t wait to see you there.

--

--

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Ukaigwe Okechukwu

Ukaigwe Okechukwu

full stack Growth marketer obsessed with building growth engines and iterating experiments to optimize the AARRR spectrum for startups (consumer-focused,B2B)