When we looked at the results of our Tools of Choice 2022 report, we discovered that a whopping 88% of CS practitioners use a tool to segment their different types of customers.

Out of all of these people who use a segmentation tool, nearly half of this amount revealed that this tool was one of the top three they used on a daily basis.

In this article, we're going to examine:

  • What customer segmentation is, and
  • What are the best tools for segmenting a customer base

What is customer segmentation?

Sometimes to see the big picture at full capacity you need to break things down into bitesize pieces to retrieve the good stuff.

The same principles can be applied in all aspects of business, often referred to as psychographic, or customer segmentation. This process divides a company’s customers into clusters that have similar attributes and then groups them together.

Segmenting your customers is a critical part of ensuring the information you share is relevant to them. By finding out individual customer characteristics, you can tailor your company’s guidance to each individual.

It’s personal, it’s authentic and it helps give the customer what they want.

When you group customers, you’re giving them a user experience tailored to their needs, background, and goals. But what happens if you group the wrong types of customers together?

You run the risk of delivering the wrong information to the wrong type of customers. Not only can this be embarrassing on your part, but this confusion could damage your brand authority and lead to customer churn. Yikes, indeed.

With the right software in your toolbelt, this gruesome scenario can remain firmly hypothetical. In fact, having a top-quality software solution to hand can not only prevent any unwanted mixed messaging, but it can also point out relevant features to the user and aid their journey to fulfill their goals.

What are the best tools for segmenting customers?

Gainsight

Gainsight takes the lead as our survey participants' most beloved tool for customer segmentation. In its CS product, Gainsight triumphs at identifying at-risk accounts, managing CS processes, and proactively addressing customer challenges all from an intuitive user interface.

For its CS platform, Gainsight doesn’t offer a pricing plan; you’ll have to get a quote for your business through its website.

Available only via a custom quote.

Source: Gainsight

Intercom

Our trusty ‘jack of all trades and master of all’ software platform, Intercom, delivers once again as one of our most popular tools for dividing and conquering its customer base (we’re kidding on the conquer part!).

For example, Intercom lets users filter and segment-specific groups of customers based on their common characteristics, so you can send them targeted messages. Pretty neat, huh?

Available only via a custom quote.

Source: Intercom

Google Sheets

Trusty Google Sheets, eh? Google Sheets is a spreadsheet tool part of Google Workplace, a collection of cloud-based tools that allow collaboration and productivity through apps traditionally associated with Microsoft Office i.e. Word, Powerpoint, Outlook, etc.

Functioning almost identically to its Windows counterpart, Excel, Google Sheets allows its users to store and analyze data and compartmentalize its users into segments from anywhere in real-time. The two best things about Google Sheets? Compared to Microsoft Office is heaps easier to share and collaborate in real-time, plus it’s completely free – all you have to do is create a Google account.

Source: Google Sheets

Looker

Looker connects multiple data sources so every department can access the numbers they need without compromising on transparency, security, or privacy. You choose your database, cloud, and workflow, then Looker gets you up and running in a matter of days and presents data visualizations exactly when you need them. Another great thing about Looker? You can integrate it with tons of other platforms, including Google Workplace.

Available only via a custom quote.

Catalyst

Catalyst’s customer success platform offers its users a 360˚ view of its customers, their usage, and engagement in one central place. It consolidates your customer data ready for your team to segment it to whatever criteria you see fit. Catalyst’s biggest selling point is its seamless UI, allowing you to filter any data point from your integrations including title, role, location, last login, product usage metrics, and more.

Catalyst also offers the ability to report, and monitor the customer’s health, identify at-risk hazards, and a non-technical view of your product’s usage and engagement.

Available only via a custom quote.

Source: Catalyst

Mixpanel

Mixpanel hand-delivers real-time data so you can see how it performs against key metrics over time, pinpoint trends, understand what’s causing them, and employ initiatives to engage, retain and convert. It uses things like correlation analysis and look-alike modeling to dive into the numbers and then prompts you to set improvement goals and create and test your hypothesis.

Source: Mixpanel

If you liked this article, have a read of our full Tools of Choice 2022 report to find out what other software solutions customer success professionals use for counteracting customer churn, onboarding new customers, and for collating customer feedback.  

Customer Success Tools of Choice 2022
We asked you for the tools that make you tick, and you answered. We wanted this report to be shaped by the customer success community, for the customer success community.