Background variables & interesting perspectives

Background information, background data, background variables - these are three terms that describe the same concept and create opportunities for in-depth analysis. Here, we refer to it as background variables.

To break down and analyse results from different perspectives, we need to add the perspectives we are interested in. Some examples of different perspectives can be customer segments, revenue, geography, etc.

How do we find our background variables and interesting perspectives?

In a CRM system (customer relationship management system), or a customer database, there is a wealth of information about a company's customers. There are also a number of common denominators, variables, that are used to categorise the customers. It could be geographic location such as country or region, it could be based on size, a segment, or the type of subscription. These are typical variables used to analyse results and understand customers from different perspectives.

"How satisfied are our small customers compared to our large customers? What do our customers in Norway think of our products and services compared to our customers in Sweden?"

PS! In cases where valuable background data on the customer is missing, questions that identify different segments can be asked in the survey. This type of question is recommended to be asked last. Customers often expect that you as a supplier have enough knowledge about your customers, so this type of question should only be used when it is really considered to be of great value.