Segmentation Analysis is a set of dashboards that groups VoC insights on the basis of customer segmentation settings in your CRM account. This dashboard presents five charts and are as follows. The Segmentation Analytics category on VoC is designed to offer you insights about the sentiments and keywords from segmented customers based on their labels created using RFM values.

When you have zillion customers in your CRM account from various region, industry, product preference, or revenue generated, you cannot assume that their business needs are all the same. Furthermore, it is not right to treat them all with the same kind of marketing strategy because what maybe good enough for one customer with a small business may not be even close to satisfaction for another business. This is because the business needs are completely different, which therefore calls for different marketing approach and strategies for each type of customer. Categorizing customers based on these common characteristics helps companies better address their customers' needs and behavior. They can also use the information to market to each group more effectively and appropriately.

Understanding this well, Zoho CRM has offered its customers the segmentation technique wherein, you segment your customers based on how many times have these customers made a purchase from you? When was their last purchase? Are they returning customers? How frequently do they purchase? A customer who made one large purchase three years ago may not be as valuable to you as a loyal customer who regularly makes smaller purchases. Analyzing customer behavior based on their previous purchases will help you determine a better customer retention strategy.

 

Zoho CRM uses the RFM metric for post-purchase segmentation. It evaluates the customers based on their recency (R), frequency (F), and monetary values (M). You can create different labels based on your customers' RFM scores to understand each customer's position in the sales cycle and take appropriate actions.

 

In Zoho CRM, Zia analyzes your customers' emails, calls, survey responses and support tickets and detects the sentiment behind the text by identifying certain keywords that it has already been trained to recognize. The Segmentation Analytics Dashboard displays charts to monitor and track the customer sentiments, emotions, intent, and keywords based on the labels created using the RFM values. The charts show the percentage of customers belonging to a particular segment expressing their emotion, intent, and sentiments in the form of responses which are captured as keywords by Zia in VoC.