{"id":4256588,"date":"2021-04-01T13:12:17","date_gmt":"2021-04-01T11:12:17","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/klantsegmentatie-voor-een-betere-customer-experience\/"},"modified":"2021-04-01T13:10:08","modified_gmt":"2021-04-01T13:10:08","slug":"klantsegmentatie-voor-een-betere-customer-experience","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-nl\/insight\/klantsegmentatie-voor-een-betere-customer-experience\/","title":{"rendered":"Klantsegmentatie voor een betere customer experience"},"content":{"rendered":"<div class=\"block-article-post-header js-block-article-post-header block-article-post-header__theme--onyxGrey\">\n\t<button\tclass=\"cta-button block-article-post-header__back-button cta-button__color--white cta-button__style--back\" aria-label=\"Back\" >\n\t<svg width='41' height='41' viewBox='0 0 41 41' fill='none' xmlns='http:\/\/www.w3.org\/2000\/svg'><circle cx='20.5' cy='20.5' r='19.5' transform='rotate(-90 20.5 20.5)' stroke='var(--dept-button-icon-outline-color)' stroke-width='1.3' stroke-miterlimit='10' fill='none'\/><circle class='icon-backplate' cx='20.5' cy='20.5' r='19.5' transform='rotate(-90 20.5 20.5)' fill='var(--dept-button-icon-backplate-color)' fill-opacity='1'\/><path class='icon-center' d='M21.174 30 11 20.674l10.174-9.326m-9.326 9.328H30.5' stroke='var(--dept-button-icon-color)' stroke-width='1.3' stroke-miterlimit='10' fill='none'\/><\/svg>\n\t\t\t<span>\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button><h1\t\tclass=\"typography block-article-post-header__title typography__color--white typography__size--h1 typography__align--left\"\n\t\t\t>\n\t\tKlantsegmentatie voor een betere customer experience\t<\/h1><div\n\t\tclass=\"image-wrap block-article-post-header__image-wrap\"\n\t\tdata-align=\"center center\"\n\t\t\t>\n\n\t\t\t<picture\n\t\tclass=\"image__picture\"\n\t\t\t\t>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t<img\n\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2021\/03\/Dept_Office_FACTOR-A-03-480x320-1.jpg\"\n\t\t\t\tclass=\"image block-article-post-header__image\"\n\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\/>\n\t\t<\/picture>\n\t\n\t<\/div><div class=\"author block-article-post-header__author\" data-animation=\"slide-fade\">\n\t\t\t<img\n\t\t\tclass=\"author__portrait\"\n\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2021\/03\/Rick-van-Sintmaartensdijk-150x150.jpg\"\n\t\t\talt=\"Rick van Sintmaartensdijk\"\n\t\t\/>\n\t\n\t<div class=\"author__text\">\n\t\tRick van Sintmaartensdijk\t\t<br \/>\n\t\tData Scientist\n\t\t\t<\/div>\n<\/div>\n\t<div class=\"block-article-post-header__meta\">\n\t\t\t\t\t\t\t<div class=\"block-article-post-header__meta-date\">\n\t\t\t\t<div class=\"block-article-post-header__date-description\">\n\t\t\t\t\tDate\t\t\t\t<\/div>\n\t\t\t\t<div class=\"block-article-post-header__published-date\">\n\t\t\t\t\t1 April 2021\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n<div class=\"block-title-and-content js-block-title-and-content block-title-and-content__theme--white\">\n\t<div class=\"block-title-and-content__layout\">\n\t\t\n\t\t\t\t\t<div class=\"block-title-and-content__content\">\n\t\t\t\t\n<h2\t\tclass=\"typography block-typography__typography typography__color--onyxGrey typography__size--h6 typography__align--left\"\n\t\t\t>\n\t\tDe meeste sectoren, van retail tot B2B, willen hun klanten segmenteren om specifieke behoeften en klantgedrag beter te begrijpen. Maar typerend voor deze tijd is dat de customer journey meerdere kanalen en platforms omspant. Interacties vinden zowel online als offline plaats. Om je als merk van de grote gemene deler te onderscheiden, is het belangrijk dat je alle beschikbare data kunt inzetten voor de segmentatie van klantendata. Alleen dan kun je die unieke, gepersonaliseerde customer experience bieden die klanten nu verwachten. Voor veel bedrijven geldt: makkelijker gezegd dan gedaan. Maar dat hoeft niet zo te zijn. Hieronder vind je drie stappen die je op weg helpen.<br>\t<\/h2>\n\n<h2\t\tclass=\"typography block-typography__typography typography__color--onyxGrey typography__size--h6 typography__align--left\"\n\t\t\t>\n\t\tBegin met het centraliseren van je data\t<\/h2>\n\n<p\t\tclass=\"typography block-typography__typography typography__color--onyxGrey typography__size--regular-body typography__align--left\"\n\t\t\t>\n\t\tAllereerst: hoe leg je een goede basis onder het segmenteren van je\u00a0<a href=\"https:\/\/www.deptagency.com\/story\/how-data-can-help-you-act-now\/\" target=\"_blank\" rel=\"noreferrer noopener\">data<\/a>? Begin met het samenbrengen van alle data die je online en offline verzamelt in een centraal datawarehouse, ook wel bekend als een Customer Data Platform (CDP). Tegenwoordig kun je hier meerdere cloud platforms voor gebruiken, zoals Google Cloud Platform, Azure of AWS. Met data-engineeringsprocessen kun je de gegevens in deze platforms invoeren. Dat doe je vanuit verschillende bronnen, zoals je CRM, andere verkoopkanalen of je POS-systeem. Alle data worden vervolgens samengevoegd om een uniek klantprofiel te cre\u00ebren. Je uniforme customer datawarehouse levert een holistisch beeld op van individuele klanten en bezoekers. Het dataplatform is flexibel en schaalbaar en maakt de informatie toegankelijk voor andere marketingsystemen.\t<\/p>\n\n<h2\t\tclass=\"typography block-typography__typography typography__color--onyxGrey typography__size--h6 typography__align--left\"\n\t\t\t>\n\t\tDatagedreven klantsegmentatie\t<\/h2>\n\n<p\t\tclass=\"typography block-typography__typography typography__color--onyxGrey typography__size--regular-body typography__align--left\"\n\t\t\t>\n\t\tEchter, simpelweg data vergaren en beheren in een gecentraliseerde omgeving is niet voldoende. Wel open je zo de weg naar een oneindig aantal mogelijkheden om data te verrijken en te activeren. Zo kun je de beschikbare data gebruiken voor klantsegmentatie, om een passend voorbeeld te noemen. Als je deze toepassing gaat doorvoeren, kun je tegen de volgende uitdagingen aanlopen:\t<\/p>\n\n<div class='block-panel-with-rich-text__item'><div class='block-panel-with-rich-text__item-inner'><ul class=\"lists lists__color--richBlack lists__type--circle lists__size--default lists__align--left block-lists__lists\">\n\t<li>Welke specifieke data-parameters moet je inzetten?<\/li><li>Op hoeveel segmenten wil je je pijlen richten?<\/li><li>Hoe gebruik je deze segmenten om bedrijfsresultaten en de customer experience te verbeteren.<\/li><\/ul><\/div><\/div>\n\n<p\t\tclass=\"typography block-typography__typography typography__color--onyxGrey typography__size--regular-body typography__align--left\"\n\t\t\t>\n\t\tEn deze uitdagingen zijn uiterst moeilijk te overwinnen als je marktrapportages gebruikt met algemene persona\u2019s of verouderde uitgangspunten voor klantsegmentatie. Door open te staan voor datagedreven technieken maak je de diverse uitdagingen ook voor jouw merk hanteerbaar. Deze nieuwe technieken gebruiken je data om nieuwe, waardevolle inzichten te genereren. Met achterhaalde segmentatieprincipes en generieke persona\u2019s zijn deze echter moeilijk uit de informatie af te leiden.\t<\/p>\n\n<p\t\tclass=\"typography block-typography__typography typography__color--onyxGrey typography__size--regular-body typography__align--left\"\n\t\t\t>\n\t\tEen van deze technieken heet\u00a0<em>clustering<\/em>. Deze techniek helpt bedrijven om een optimaal aantal logischerwijs bestaande klantcategorie\u00ebn uit hun data te destilleren. Het selecteren van de data-parameters waar je het clusteringalgoritme op toepast, gebeurt op basis van een combinatie van data-expertise en kennis van je business. Met een mix van deze twee voedingsbronnen is het probleem rond het selecteren van de juiste data-elementen vaak opgelost. De optelsom is dat je data-parameters kiest en gebruikt die relevant zijn voor je bedrijfsvoering en de algoritmes. Met als resultaat: een specifieke persona voor elke individuele klant, klaar om te activeren op je platform of andere kanalen.\t<\/p>\n\n<p\t\tclass=\"typography block-typography__typography typography__color--onyxGrey typography__size--regular-body typography__align--left\"\n\t\t\t>\n\t\tDe combinatie met de overkoepelende kenmerken van de data-parameters per segment maken de interpretatie en creatie van datagedreven persona\u2019s mogelijk. Deze persona\u2019s zetten de deur open naar kennis van gedrags- en behoeftepatronen van je individuele klanten.\t<\/p>\n\n<p\t\tclass=\"typography block-typography__typography typography__color--onyxGrey typography__size--regular-body typography__align--left\"\n\t\t\t>\n\t\tDe clustertechniek hoeft maar \u00e9\u00e9n keer te worden toegepast, maar het algoritme gaat niet door met het toewijzen van persona\u2019s aan individuele klanten op basis van nieuwe customer data. Door gebruik te maken van de voorspellende kracht van machine learning kun je alsnog aan elke nieuwe klant een persona toekennen. Deze technologie maakt zich de meetpunten van het clusteringalgoritme snel eigen en past ze in realtime toe op nieuwe klanten. Deze altijd actuele data zorgen ervoor dat je marketingbudget optimaal werkt voor je merk.\t<\/p>\n\n<h2\t\tclass=\"typography block-typography__typography typography__color--onyxGrey typography__size--h6 typography__align--left\"\n\t\t\t>\n\t\tGebruik segmentatie om data te activeren\t<\/h2>\n\n<p\t\tclass=\"typography block-typography__typography typography__color--onyxGrey typography__size--regular-body typography__align--left\"\n\t\t\t>\n\t\tZodra je data zijn gecentraliseerd en verrijkt, kun je ze gebruiken voor activeringsdoeleinden. Dit betekent dat je de veranderingen die je met klantsegmentatie zichtbaar maakt vervolgens ook implementeert door je data in je eigen platform en eventuele andere betaalde kanalen te segmenteren. Dit stelt je in staat om je klanten en bezoekers van dienst te zijn op basis van hun gedragskenmerken.\t<\/p>\n\n<p\t\tclass=\"typography block-typography__typography typography__color--onyxGrey typography__size--regular-body typography__align--left\"\n\t\t\t>\n\t\tOm te achterhalen hoe je als merk het meest effectief kunt communiceren met de diverse doelgroepgerelateerde persona\u2019s, kun je A\/B-testen inzetten. Daarmee stel je vast welke proposities de meeste weerklank vinden. Wat laat je bijvoorbeeld zien aan een klant die vaak artikelen koopt voor het hele gezin in plaats van alleen zichzelf? En wat vertel je een klant die eerst het online aanbod screent om vervolgens in een fysieke winkel zijn of haar aankoop te doen? Daar kom je achter door de content op je websites en je e-mailberichten aan te passen. Door de creatie van en segmentering in persona\u2019s kun je zorgen voor\u00a0<a href=\"https:\/\/www.deptagency.com\/story\/how-data-can-help-you-act-now\/\" target=\"_blank\" rel=\"noreferrer noopener\">hypergepersonaliseerde<\/a>\u00a0content op basis van klantgedrag. Daarmee is de voorwaarde voor een optimale customer experience ingevuld.\t<\/p>\n\n<p\t\tclass=\"typography block-typography__typography typography__color--onyxGrey typography__size--regular-body typography__align--left\"\n\t\t\t>\n\t\tJe kunt ook CTA\u2019s (call to action) en prijsstrategie\u00ebn aanpassen op basis van persona-kenmerken. Door de meest waardevolle persona\u2019s te gebruiken voor het cre\u00ebren van look-a-like-doelgroepen, kun je klanten die vergelijkbare kenmerken vertonen, targeten en aan je merk verbinden.\t<\/p>\n\n<p\t\tclass=\"typography block-typography__typography typography__color--onyxGrey typography__size--regular-body typography__align--left\"\n\t\t\t>\n\t\tDe sleutel tot succes is experimenteren. Data vertellen je wat de typerende kenmerken zijn van elke individuele klant. Het enige dat je nu te doen staat is content cre\u00ebren die elke individuele klant op het lijf geschreven is. Als je hierin slaagt, kun je meer traffic naar je website of platform genereren en de conversie en resultaten verbeteren. Je richt je immers op de meest relevante doelgroep.\t<\/p>\n\n<h2\t\tclass=\"typography block-typography__typography typography__color--onyxGrey typography__size--h6 typography__align--left\"\n\t\t\t>\n\t\tGebruik je klantdata om je te onderscheiden van de rest\t<\/h2>\n\n<p\t\tclass=\"typography block-typography__typography typography__color--onyxGrey typography__size--regular-body typography__align--left\"\n\t\t\t>\n\t\tDoor data- en klantsegmentatie ga je de wensen en behoeften van je klanten beter begrijpen. Wellicht lijkt het proces ingewikkeld, maar in essentie is het vrij eenvoudig: verzamel al je data in \u00e9\u00e9n digitale container en gebruik vervolgens datagestuurde technieken en machine learning-algoritmen om die gegevens te verrijken en te activeren. Zo zorg je ervoor dat je data optimaal kunt toepassen in je marketingsystemen. Aarzel dus niet om\u00a0<a href=\"https:\/\/www.deptagency.com\/story\/how-data-can-help-you-act-now\/\" target=\"_blank\" rel=\"noreferrer noopener\">klein te beginnen<\/a>. Je kunt dit model bijvoorbeeld eerst toepassen op je webanalyses of CRM-data. Zie je positieve resultaten, dan kun je de hoeveelheid data die je in dit model invoert stapsgewijs opschalen. Door optimale en effectieve datatoepassingen kun je beter inspelen op de behoeften van je klanten en je media-inkoop personaliseren voor een optimaal en relevant bereik.\t<\/p>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t<div class=\"block-title-and-content__social-links\">\n\t\t\t\t\t<a\n\t\t\t\thref=\"https:\/\/www.deptagency.com\/en-nl\/insight\/klantsegmentatie-voor-een-betere-customer-experience\/\"\n\t\t\t\tdata-share-url=\"https:\/\/www.deptagency.com\/en-nl\/insight\/klantsegmentatie-voor-een-betere-customer-experience\/\"\n\t\t\t\tdata-share-title=\"Klantsegmentatie voor een betere customer experience\"\n\t\t\t\tdata-share-type=\"copy\"\n\t\t\t\tclass=\"block-title-and-content__social-links-item js-social-link\"\n\t\t\t\taria-label=\"Copy page link\"\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tdata-tooltip=\"true\"\n\t\t\t\t\tdata-tooltip-text=\"Link copied to clipboard.\"\n\t\t\t\t\t\t\t>\n\t\t\t\t<svg fill='none' xmlns='http: \/\/www.w3.org\/2000\/svg' width='22' height='22' viewBox='0 0 22 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center\"\n\t\t\t>\n\n\t\t\t<picture\n\t\tclass=\"image__picture\"\n\t\t\t\t>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t<img\n\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2026\/04\/2_DEPTxWarchild_Tagline_1920x1080.png\"\n\t\t\t\tclass=\"image universal-item-card__image\"\n\n\t\t\t\t\t\t\t\talt=\"War Child selects DEPT\u00ae as strategic partner for digital transformation and doubling donation revenue\"\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\/>\n\t\t<\/picture>\n\t\n\t<\/div><p\t\tclass=\"typography universal-item-card__meta typography__color--darkGrey typography__size--eyebrow-lc typography__align--left\"\n\t\t\t>\n\t\tBRAND &AMP; MEDIA&emsp;\u2022&emsp;In\u00eas Saraiva\t<\/p><h3\t\tclass=\"typography universal-item-card__title typography__color--onyxGrey typography__size--h6 typography__align--left\"\n\t\t\t>\n\t\t<span>War Child selects DEPT\u00ae as strategic partner for digital transformation and doubling donation revenue<\/span>\t<\/h3><button\tclass=\"cta-button universal-item-card__btn cta-button__color--onyxGrey cta-button__style--regular has-parent-hover\" >\n\t\n\t\t\t<span>\n\t\t\tRead Article\t\t<\/span>\n\t\n<\/button>\n\t\n\t<\/a><a\tclass=\"universal-item-card universal-item-card__type--article universal-item-card--has-link-decoration\"\n\tdata-theme=\"white\"\n\t\t\thref=\"https:\/\/www.deptagency.com\/en-nl\/insight\/dept-brings-growth-invention-to-the-webby-shortlists\/\"\n\t\t\t\ttitle=\"DEPT\u00ae brings growth invention to the Webby shortlists\"\n\t\t>\n\t\t\t<div class=\"universal-item-card__backplate universal-item-card__backplate--with-image\"><\/div>\n\t\n\t<div\n\t\tclass=\"image-wrap universal-item-card__image-wrap\"\n\t\tdata-align=\"center center\"\n\t\t\t>\n\n\t\t\t<picture\n\t\tclass=\"image__picture\"\n\t\t\t\t>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t<img\n\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2026\/03\/webbys-2026-dept.webp\"\n\t\t\t\tclass=\"image universal-item-card__image\"\n\n\t\t\t\t\t\t\t\talt=\"DEPT\u00ae brings growth invention to the Webby shortlists\"\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\/>\n\t\t<\/picture>\n\t\n\t<\/div><p\t\tclass=\"typography universal-item-card__meta typography__color--darkGrey typography__size--eyebrow-lc typography__align--left\"\n\t\t\t>\n\t\tNEWS&emsp;\u2022&emsp;Marjan Straathof\t<\/p><h3\t\tclass=\"typography universal-item-card__title typography__color--onyxGrey typography__size--h6 typography__align--left\"\n\t\t\t>\n\t\t<span>DEPT\u00ae brings growth invention to the Webby shortlists<\/span>\t<\/h3><button\tclass=\"cta-button universal-item-card__btn cta-button__color--onyxGrey cta-button__style--regular has-parent-hover\" >\n\t\n\t\t\t<span>\n\t\t\tRead Article\t\t<\/span>\n\t\n<\/button>\n\t\n\t<\/a><a\tclass=\"universal-item-card universal-item-card__type--article 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