Typically your Marketing or Product function has already defined segments (and possibly personas), and since many of the same personas may be involved in a later renewal or expansion decision, it's usually practical to use the same definitions in post-sales. Personas are useful because value perception is role-dependent, i.e. an Economic buyer looks at the world much differently than a User. From your description, it appears you need to investigate who these people are and what they need, value, and expect from you, and determine improvement opportunities. Going directly to customers to get the facts is a great way to start. I suggest drafting segments and personas based on what your company already knows, and then conducting a qualitative (rather than a quantitative) study as a first step. For example, reach out to at least 10 of each in those top and bottom 20% groups and ask open-ended questions about their experience. You will see some patterns in the contrast. Then, if necessary, follow up with a quantitative survey to ascertain %'s, paying attention to ensuring your sample is sufficiently large and representative of the population(s) of interest. Use proper statistical methods to ensure you draw valid conclusions from the data. Folks like @Anita Toth do qualitative surveys for a living, and I can help on the quantitative side.Hope that helps,
Ed
Congrats on your first post @Judy Taan. ? Thanks for the shoutout @Ed Powers. As Ed mentioned, you'll want to segment based on different dimensions but first you'll need a good understanding of who your customers currently are, what they want to achieve and what they need to get there.
In addition to the surveys, adding in a few customer interviews will do wonders for getting this information quickly and thoroughly. The interviews help clarify and speed up the process of figuring out your different segments.Certainly exciting stuff -- figuring out your segments, creating surveys and building your CS team.
Happy to chat with you further about building out your surveys and segments so they serve you and your team well.
Typically your Marketing or Product function has already defined segments (and possibly personas), and since many of the same personas may be involved in a later renewal or expansion decision, it's usually practical to use the same definitions in post-sales. Personas are useful because value perception is role-dependent, i.e. an Economic buyer looks at the world much differently than a User. From your description, it appears you need to investigate who these people are and what they need, value, and expect from you, and determine improvement opportunities. Going directly to customers to get the facts is a great way to start. I suggest drafting segments and personas based on what your company already knows, and then conducting a qualitative (rather than a quantitative) study as a first step. For example, reach out to at least 10 of each in those top and bottom 20% groups and ask open-ended questions about their experience. You will see some patterns in the contrast. Then, if necessary, follow up with a quantitative survey to ascertain %'s, paying attention to ensuring your sample is sufficiently large and representative of the population(s) of interest. Use proper statistical methods to ensure you draw valid conclusions from the data. Folks like @Anita Toth do qualitative surveys for a living, and I can help on the quantitative side. Hope that helps,
