Today we release a new feature that will help you to segment your customer base using qualities that are intrinsic to customers.
Welcome to user categories!
Think of a user category as a bucket in which to put customers who share certain non-behavioural characteristics that are key to how you segment your market. It’ll be especially handy for niche customers.
Why did we add this?
Many actions that a customer takes with regard to your organisation that have a digital footprint–such as making more than two enquiries in January or opening a particular email–can already be used in Nudge to target those customers.
Nudge can also capture a range of demographics that can be used similarly.
But this misses out on any kind of categorisation that is independent of behaviour or demographics. Nudge has a tagging system but we wanted something better than wishy-washy tags, something more laser focused on segmentation that can also be used to surface descriptive customer info to staff. So we built user categories, which will play a key part in some exciting upcoming improvements to Nudge that will better on-going tracking of and reporting on different segments of your customer base. But more on that last bit in good time. This is just the first step.
What do we mean by “non-behavioral characteristics” and “intrinsic to customers”?
Intrinsic qualities could include such things as “VIP” (and since this category has been much requested we’re rolling it out for all from the get-go), “Disabled Access Required”, “Vegan”, “Cognac Connoisseur”, “Restaurant Critic”, or possibly even “Problem Customer”–all qualities of the customer or behaviours that are definitive rather circumstantial.
“Christmas bookers” would not make for a great user category as this is based on a circumstantial behaviour; it’s a category filled with people who took a certain action: making a booking within a time period, perhaps repeatedly. It says little about the qualities of the people in the category.
On the other hand, “Cognac Connoisseur” could work as a user category. It’s a category based on a customer’s love for a variety of tipple, which is intrinsic to the customer. Of course you may decide to create that user category as an offshoot of behavioural insights: those people who order Cognac nearly every time they visit, rather than the customer self-identifying as a Cognac aficionado. In the end, it’s in your hands how you determine what’s intrinsic to the customer or not and what user categories to set up but the more you stick to defining characteristics, the more you’ll stand to benefit from the tools Nudge will be rolling out in the upcoming months.
How do you work with user categories in Nudge?
Bulk addition to a user category can be managed via customer imports. You’d prepare a spreadsheet with all the new members to add to a category (and you’ll want to check the customer info it contains is up to date) and then either select the user category to add the customers to if it already exists or create a new user category on the customer import screen.
Inclusion in a user category can also be set on a customer’s profile page.
Superadministrators will also be able to edit user categories in the configuration section.
Then you’ll have the option to target a bulk email send at a user category or categories. This nifty trick can be found on the email targeting step when setting up a campaign email.
We hope you’ll enjoy this new feature. If you have any questions, please send them through to firstname.lastname@example.org.