Why segment members?
Segmenting members allows us to tailor feedback requests and responses to specific groups based on their characteristics, preferences, and behaviours. By segmenting our members, we can:
Personalise feedback requests
Segmenting members enables us to send targeted feedback requests that are relevant to each group’s interests and needs. Personalised requests are more likely to resonate with members, increasing response rates and the quality of feedback received.
Understand diverse perspectives
Different segments of members may have varying perspectives, experiences, and priorities. Segmenting allows us to gain a deeper understanding of these diverse perspectives by collecting feedback from each segment separately. This helps us identify common themes, as well as unique insights and concerns within each group.
Prioritise feedback initiatives
By segmenting members based on factors such as engagement level, membership tenure, or demographics, we can prioritise feedback initiatives and allocate resources more effectively. For example, we may focus on gathering feedback from high-value members or those at risk of churning to address their specific needs and concerns.
Customise feedback channels
Different segments of members may prefer to provide feedback through different channels or methods. Segmenting allows us to customise feedback channels to align with each group’s preferences, whether it’s through online surveys, email communication, social media, or in-person interactions.
Tailor feedback analysis and action plans
Segmenting members enables us to analyse feedback data at a granular level and tailor action plans accordingly. We can identify trends, patterns, and opportunities specific to each segment and develop targeted strategies to address their feedback effectively.
Enhance member engagement
Segmenting members and incorporating their feedback into decision-making processes demonstrates that we value their input and are committed to meeting their needs. This fosters a sense of engagement, ownership, and loyalty among members, leading to stronger relationships and increased retention.
How to segment member feedback
Here’s how you can effectively segment your audience for targeted feedback requests:
1. Demographic segmentation
Divide your audience based on demographic characteristics such as age, gender, location, occupation, income level, or education. For example, you may want to gather feedback separately from younger versus older members, or from members in different geographic regions.
2. Membership duration
Segment your audience based on their tenure or duration of membership. New members may have different perspectives, expectations, and initial experiences compared to long-standing members who are more familiar with your organisation.
3. Membership tier or level
If your organisation offers different membership tiers or levels with varying benefits, segment your audience accordingly. Feedback requests can be tailored to each tier to understand the specific needs and preferences of members at different levels of engagement.
4. Engagement level
Segment members based on their level of engagement with your organisation, such as frequency of participation in events, usage of services, or interaction with content. This allows you to target feedback requests to active versus inactive members or those with varying degrees of involvement.
5. Interests and preferences
Segment your audience based on their interests, preferences, or areas of focus relevant to your organisation. For example, if you offer different types of services or content (e.g., events, resources, publications), tailor feedback requests to specific interest areas to gather targeted feedback.
6. Behavioural segmentation
Divide your audience based on their behavioural patterns or actions, such as purchase history, website interactions, or engagement with specific campaigns. This enables you to target feedback requests to members who have exhibited certain behaviours or taken specific actions.
7. Customer journey stage
Segment your audience based on where they are in the customer journey, such as awareness, consideration, or retention stage. Tailor feedback requests to align with the stage of the journey to gather insights relevant to each stage’s objectives and challenges.
8. Feedback history
Consider segmenting your audience based on their past feedback history, such as previous survey responses, participation in focus groups, or engagement with feedback initiatives. This allows you to avoid survey fatigue and target additional feedback requests strategically.
Once you’ve segmented your audience, you can tailor your feedback requests by customising the messaging, timing, content, and method of delivery to resonate with each segment’s characteristics and preferences. By gathering targeted feedback from specific segments, you can gain deeper insights into their unique perspectives, improve satisfaction, and drive meaningful improvements that address their needs effectively.
Things to consider when segmenting your members
When segmenting members for feedback purposes, several best practice considerations can help ensure effectiveness and relevance:
1. Data accuracy and consistency
Ensure that member data used for segmentation is accurate, up-to-date, and consistent across systems and platforms. Regularly review and update member profiles to reflect changes in demographics, preferences, or behaviour.
2. Relevance and alignment
Segment members based on criteria that are relevant to feedback objectives and align with the organisation’s goals and priorities. Consider factors such as demographics, behaviour, engagement level, purchase history, or membership status.
3. Segmentation flexibility
Maintain flexibility in segmentation criteria to accommodate evolving needs and feedback objectives. Allow for dynamic segmentation based on changing member attributes or feedback responses, rather than relying solely on static segments.
4. Avoid over-segmentation
Avoid over-segmenting members, as this can lead to fragmentation and dilution of feedback insights. Focus on creating meaningful segments that provide actionable insights and enable targeted actions.
5. Balance consistency and personalisation
Strive to strike a balance between segment consistency and personalisation. While consistent segmentation criteria ensure comparability and reliability of feedback data, personalisation allows for tailored feedback requests and responses that resonate with each segment.
6. Test and iterate
Regularly test segmentation criteria and approaches to identify what works best for gathering relevant feedback. Iterate based on feedback outcomes and adjust segmentation strategies as needed to improve effectiveness over time.
7. Consider segmentation hierarchies
Consider implementing segmentation hierarchies or tiers to capture both broad and granular segments. This allows for flexibility in analysis and action planning, catering to different levels of detail and specificity in feedback insights.
8. Integration with feedback channels
Integrate segmentation criteria seamlessly with feedback channels and mechanisms to ensure targeted outreach and engagement. Use segmentation data to customise feedback requests, channel selection, and response handling for each segment.
9. Privacy and data protection
Adhere to privacy regulations and data protection standards when segmenting member data for feedback purposes. Ensure compliance with relevant laws (e.g., GDPR in Europe) and implement safeguards to protect member privacy and confidentiality.
10. Monitor and evaluate segmentation
Regularly monitor and evaluate the effectiveness of segmentation strategies in gathering relevant feedback and driving actionable insights. Measure key metrics such as response rates, feedback quality, and impact on decision-making to assess segmentation performance.
By considering these best practice considerations when segmenting members for feedback purposes, organisations can maximise the effectiveness of their feedback initiatives and enhance the value of insights derived from member input.
