The Sweetness of Slices: Segmenting your Feedback Data

By: Lisa Sigler

July 6, 2015

Customer Feedback
Sentiment Analysis

Nothing tastes more like summer than a ripe watermelon. Shiny, oddly-shaped, with the wonderful green stripped pattern, a whole watermelon is a symbol of potential. Because once you cut into it? Sweet, juicy, sticky summer perfection.

Customer feedback data is a bit like that watermelon. There are definitely things you can learn by looking at the data as a whole, just as you can tell how ripe your watermelon is by examining it before cutting it open. However, segmenting your data during analysis allows you to enjoy more specific, and often more actionable, insights.

For example, slicing your Voice of the Customer (VoC) data by customer age can show you if your marketing messaging is resonating well with your specific target audience (instead of their parents—or their kids). Similarly, separating feedback that comes from different channels can account for channel-specific differences (for example, data captured by customer service agents tends to have negative sentiment, because it usually relates to complaints and issues).

Geographic segmentation may reveal regional preferences for the offerings in your stores. Recently, a popular U.S. restaurant chain noticed a spike in overall feedback regarding portion sizes. Slicing into the data, the organization was able to determine that it was primarily New Yorkers who were most dissatisfied. They were able to make adjustments to their New York locations to meet local expectations.

Your customer experience management team certainly needs to look at the aggregate data to understand pervasive, high-level trends. However, it is also critical that you make comparisons within and among segments to ensure that you are seeing the whole picture from all relevant angles. In addition to age, channel, or location consider slicing by:

  • Loyalty program membership
  • Specific topics mentioned (as discovered through text analytics)
  • Individual products

Finding insights in both aggregated and segmented data might not be as perfect as a delicious, nutrient-rich slice of watermelon, but this wholesome approach does provide new, fruitful opportunities to find the insights that will most improve your overall customer experience.

For more information on slicing and dicing your data, download our new cheat sheet 9 Ways to Slice Customer Data.


Lisa Sigler is Sr. Manager of Content Marketing at Clarabridge. For over 16 years, Lisa has used her writing and editorial skills to bring the value and benefits of technology to life. In her current role, she works to demonstrate Clarabridge’s position as thought leader and trailblazer in the Customer Experience Management market. Lisa holds a B.A. of English from Kent State University. Read more from Lisa on Twitter @siglerLis.