satisfaction

Made.com: a case study of customer service hell?

Almost two years ago we wrote about Made.com, which had just launched after receiving £2.5m of backing from the likes of Brent Hoberman.

Made.com is a bit like Naked Wines for the furniture, in that it bypasses retailers, connecting consumers directly with wholesalers in order to supply “beautiful furniture without the high street markup”. It’s an innovative idea that we liked, and we said it had an excellent chance of success. 

However, there’s a problem. I’m one of the people at Econsultancy who receives comment notifications for our blog, and that Made.com post regularly attracts unhappy customers who complain about poor service, faulty products, cancelled orders, the courier company, and – most commonly – the lack of a telephone number on its website. It’s been bugging me.

How to segment customers into ‘1% clubs’ to boost satisfaction

How to segment customers into ‘1% clubs’ to boost satisfactionCustomer segmentation is nothing new. Marketers have been doing it for years. But nowadays there is so much more data being captured, and making sense of it is the key to optimising performance. 

You can’t please all of the people all of the time, but you can delight a good proportion of them. You just need to find out what makes them tick. 

To do this you can create a bunch of ‘1% clubs’. Slice off the top one percent of customers in any given area (e.g. by value, or by engagement). Monitor these groups, treat them differently, experiment, and learn from them.