This post is part of a series in which we look at customer research projects that can make a difference in the way you understand your customers. In this opportunity we will explore how to discover and leverage what’s working for your customers.

This post will cover what datasets can be used for qualitative analysis, what type of customer segmentation you may need and the outcomes for each project.

I hope you find it helpful. Let’s get started!

In business there is a natural tendency to focus on problems. We spend much of our week solving one problem after the other, often overlooking the small wins that keep us going. This research project can help you step back and notice one of the most precious assets in your business - Your customer happiness and loyalty.

Having a better understanding of what makes customers stick around, but most importantly what they really appreciate about your service, can help you design more effective email campaigns, build better engagement loops in your product and leverage word of mouth as an acquisition superpower.  

Let’s have a look at how everything comes together.If you are running NPS surveys, your promoters are a great place to start. Depending on the number of responses you gather you may have a nice data set to work with, although promoters are notorious for sharing feedback that is nice to hear but not actionable; you are more likely to get feedback like this:

“Guys you are amazing! Love the product and your customer support is on point”.

In order to leverage this feedback you have to go deeper. Here’s where having customer interviews with your promoters can help you unlock a goldmine of insights.Equally you can identify your most active customers by looking at your product analytics. Do you have a way of recognising your power-users?

Power-users not only use your product often, but also provide very actionable feedback. They push you to grow your product and help you discover new use cases and problems you can solve for them. Looking at their customer support tickets or email exchanges with your frontline teams can also unlock useful insights.

It is important to know that your promoters are not necessarily your power-users; in some cases, specially in B2B businesses, you will find that you can make very different users happy and successful for very different reasons. This is why going deeper and understanding those differences and connections can be so powerful.

As we explained in previous projects, having access to specific channels or data sets is just the beginning. For instance, not all your promoters are equal. Within your Promoters you can further segment power users, or even pull out high-value customers based on how much revenue they pay you. Here you want to identify a small but very passionate group of users that can answer in detail the following questions:

With these insights at hand you can now incorporate them in different parts of your customer journey and help multiple teams in your organisation to leverage this data for better decision making.