{"id":47803,"date":"2020-11-26T10:35:33","date_gmt":"2020-11-26T09:35:33","guid":{"rendered":"https:\/\/cronuts.digital\/plantilla-segementacion-clients\/"},"modified":"2026-07-14T09:21:23","modified_gmt":"2026-07-14T07:21:23","slug":"plantilla-segementacion-clients","status":"publish","type":"post","link":"https:\/\/cronuts.digital\/ca\/plantilla-segementacion-clients\/","title":{"rendered":"Comen\u00e7a a segmentar els teus clients amb aquesta plantilla Gratu\u00efta"},"content":{"rendered":"<h2>Qu\u00e8 \u00e9s la segmentaci\u00f3 de clients i com comen\u00e7ar?<\/h2>\n<p>Des de Cronuts volem parlar de la \u00absegmentaci\u00f3 de clients\u00bb i proporcionar-te una plantilla perqu\u00e8 puguis comen\u00e7ar a segmentar els teus usuaris i tractar de prendre accions que maximitzin la teva retenci\u00f3. \u00c9s una conversa molt comuna quan els clients ens comenten sobre els alts costos d&#8217;adquisici\u00f3 de vendes o que les vendes en general no s\u00f3n les esperades sobretot les org\u00e0niques.<\/p>\n<p>Tractant de ser el m\u00e9s honestos possible, sempre diem que la retenci\u00f3 \u00e9s probablement de les accions m\u00e9s importants dins del que anomenem el funnel de <a href=\"https:\/\/cronuts.digital\/diseno-ux-ui-orientado-conversion\/\" target=\"_blank\" rel=\"noopener\">conversi\u00f3<\/a> .<\/p>\n<p>Ara \u00e9s quan cal dir el t\u00edpic clix\u00e9, <em>\u201caconseguir un usuari nou \u00e9s molt m\u00e9s car que aconseguir que un existent repeteixi\u201d.<\/em> Deixant de banda, la m\u00edtica frase, no treu que \u00e9s del tot cert. Entendre la teva retenci\u00f3 \u00e9s clau per poder llan\u00e7ar les campanyes, que vull dir.<\/p>\n<p><em>Exemple;<\/em><br \/>\n<em>Penseu que en el cas hipot\u00e8tic que tenim un CAC (cost d&#8217;adquisici\u00f3) d&#8217;uns 10 euros. El tiquet mitj\u00e0 que tenim per compra s\u00f3n uns 20 euros. De primeres podr\u00edem pensar que no hi ha deal en tenir un cost de captaci\u00f3 tan alt. Per\u00f2 per altra banda, si sabem que de mitjana aquesta persona compra 2 cops. Resumint de forma f\u00e0cil:<\/em><\/p>\n<ul>\n<li><em>LTV1 = Compra &#8211; CAC = 20 -10 = 10<\/em><\/li>\n<li><em>LTV2 = Compres 1 i 2 &#8211; CAC = 40 &#8211; 10 = 30<\/em><\/li>\n<\/ul>\n<p>\u00c9s a dir, una bona <a href=\"https:\/\/cronuts.digital\/servicios-digitales\/estrategia-digital\/\" target=\"_blank\" rel=\"noopener\">estrat\u00e8gia de captaci\u00f3<\/a> ens serveix per rendibilitzar m\u00e9s la nostra <a href=\"https:\/\/cronuts.digital\/analitica-digital-dashboards\/\" target=\"_blank\" rel=\"noopener\">base de dades<\/a> i tamb\u00e9 entendre fins a quin punt podem incrementar o disminuir els nostres costos de captaci\u00f3. Per\u00f2 per poder fer una bona estrat\u00e8gia de retenci\u00f3.<\/p>\n<h2>Quines preguntes cal formular per segmentar els teus clients?<\/h2>\n<ul>\n<li>Qui s\u00f3n els meus millors clients?<\/li>\n<li>Quins clients s\u00f3n els m\u00e9s susceptibles a est\u00edmuls?<\/li>\n<li>Qui t\u00e9 el potencial per esdevenir clients m\u00e9s rendibles?<\/li>\n<li>Qui s\u00f3n els clients perduts als que no necessites parar molta atenci\u00f3?<\/li>\n<li>Quins clients has de retenir?<\/li>\n<li>Qui s\u00f3n els teus clients lleials?<\/li>\n<li>Quin grup de clients \u00e9s m\u00e9s probable que respongui a la campanya actual?<\/li>\n<\/ul>\n<h2><a href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1p27MdMmtL6rLqtWoDew0VGsLeVxADqhpgyQGtzkpyCQ\/edit#gid=755862711\">Plantilla descarregable<\/a><\/h2>\n<p>No volem que pensis que \u00e9s el t\u00edpic article on s&#8217;escriu molt, per\u00f2 despr\u00e9s poc del que es diu es pot aplicar. De fet, busquem tot el contrari. Us volem proporcionar un google sheets template que us servir\u00e0 per fer una segmentaci\u00f3 de clients basat en el model RFM (Recency, Rrequency, Monetari).<\/p>\n<p>De fet, sent sincers la <a href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1p27MdMmtL6rLqtWoDew0VGsLeVxADqhpgyQGtzkpyCQ\/edit#gid=755862711\">plantilla<\/a> sobre segmentaci\u00f3 de clients que us estem oferint, aqu\u00ed nosaltres la trobem per internet i l&#8217;hem millorat perqu\u00e8 nom\u00e9s amb les dades seg\u00fcents:<\/p>\n<ul>\n<li>ordres de client<\/li>\n<li>data de la compra<\/li>\n<li>client<\/li>\n<li>quantitat<\/li>\n<\/ul>\n<p>Podeu fer una segmentaci\u00f3 de clients en base al model RFM per entendre millor els vostres clients. El primer pas \u00e9s enganxar a la pestanya dies els camps esmentats anteriorment:<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10362 size-full\" src=\"https:\/\/cronuts.digital\/wp-content\/uploads\/2020\/11\/Segmentacion-clientes-plantilla-pega-ordenes.jpg\" alt=\"\" width=\"472\" height=\"63\" srcset=\"https:\/\/cronuts.digital\/wp-content\/uploads\/2020\/11\/Segmentacion-clientes-plantilla-pega-ordenes.jpg 472w, https:\/\/cronuts.digital\/wp-content\/uploads\/2020\/11\/Segmentacion-clientes-plantilla-pega-ordenes-300x40.jpg 300w\" sizes=\"auto, (max-width: 472px) 100vw, 472px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10360 size-full\" src=\"https:\/\/cronuts.digital\/wp-content\/uploads\/2020\/11\/Segmetancion-clientes-plantilla-pega-ordenes-1.jpg\" alt=\"\" width=\"888\" height=\"155\"><\/p>\n<h2>En qu\u00e8 es basa el model RFM?<\/h2>\n<p>El model RFM es basa en el Principi de Pareto: el 80% dels resultats provenen del 20% de les causes. De la mateixa manera, el 20% dels clients contribueixen al 80% dels teus ingressos totals.<\/p>\n<p>La gent que va gastar una vegada t\u00e9 m\u00e9s probabilitats de tornar a gastar. La gent que fa compres de grans quantitats \u00e9s m\u00e9s probable que les repeteixi.<\/p>\n<h3>Com es calcula el model RFM?<\/h3>\n<p>Per a cadascun dels nostres clients el classificarem de l&#8217;1-5 dins de les tres variables RFM, essent:<\/p>\n<ul>\n<li>Recency com a temps des de la darrera compra fins al dia d&#8217;avui per exemple<\/li>\n<li>Frecuency com a nombre total de transaccions<\/li>\n<li>Monetary com la suma total de les compres<\/li>\n<\/ul>\n<p>Aquest c\u00e0lcul de l&#8217;1-5 per a cadascuna de les variables ho obtenim sobre la base dels percentils de la mostra. Per\u00f2 no ens compliquem, es puntuar\u00e0 cada client com d\u00e8iem de l&#8217;1-5 en cadascuna de les tres variables en base a les f\u00f3rmules que ja estan estipulades al google sheets.<\/p>\n<p>Un exemple seria el seg\u00fcent:<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10339 size-full\" src=\"https:\/\/cronuts.digital\/wp-content\/uploads\/2020\/11\/Segmetancion-clientes-plantilla-ejemplo.jpg\" alt=\"\" width=\"587\" height=\"122\" srcset=\"https:\/\/cronuts.digital\/wp-content\/uploads\/2020\/11\/Segmetancion-clientes-plantilla-ejemplo.jpg 587w, https:\/\/cronuts.digital\/wp-content\/uploads\/2020\/11\/Segmetancion-clientes-plantilla-ejemplo-300x62.jpg 300w\" sizes=\"auto, (max-width: 587px) 100vw, 587px\" \/><\/p>\n<p>Mitjan\u00e7ant el seg\u00fcent criteri assignarem els segmentem en base a les puntuacions de R i F&amp;M<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10341 size-full\" src=\"https:\/\/cronuts.digital\/wp-content\/uploads\/2020\/11\/Segmetancion-clientes-plantilla.jpg\" alt=\"\" width=\"764\" height=\"414\" srcset=\"https:\/\/cronuts.digital\/wp-content\/uploads\/2020\/11\/Segmetancion-clientes-plantilla.jpg 764w, https:\/\/cronuts.digital\/wp-content\/uploads\/2020\/11\/Segmetancion-clientes-plantilla-300x163.jpg 300w\" sizes=\"auto, (max-width: 764px) 100vw, 764px\" \/><\/p>\n<h3>Descripci\u00f3 de cada Segment<\/h3>\n<ul>\n<li>Champions: han comprat fa poc, a m\u00e9s de comprar molt sovint i gastar com el que m\u00e9s<\/li>\n<li>Loyal customers: Gasten molt sovint amb nosaltres i potencialment respondrien a alguna acci\u00f3 promocional<\/li>\n<li>Potential loyalist: Un client recent que ha comprat m\u00e9s d&#8217;una vegada amb una quantitat raonable<\/li>\n<li>Recent Customers: el que ha comprat m\u00e9s recentment i no \u00e9s un client nou<\/li>\n<li>Promising: Clients recents per\u00f2 que no s&#8217;han gastat gaires diners en nosaltres<\/li>\n<li><span data-sheets-value=\"{\"1\":2,\"2\":\"Customers needing attention\"}\" data-sheets-userformat=\"{\"2\":573,\"3\":{\"1\":0},\"5\":{\"1\":[{\"1\":2,\"2\":0,\"5\":[null,2,10066329]},{\"1\":0,\"2\":0,\"3\":3},{\"1\":1,\"2\":0,\"4\":1}]},\"6\":{\"1\":[{\"1\":2,\"2\":0,\"5\":[null,2,10066329]},{\"1\":0,\"2\":0,\"3\":3},{\"1\":1,\"2\":0,\"4\":1}]},\"7\":{\"1\":[{\"1\":2,\"2\":0,\"5\":[null,2,0]},{\"1\":0,\"2\":0,\"3\":3},{\"1\":1,\"2\":0,\"4\":1}]},\"8\":{\"1\":[{\"1\":2,\"2\":0,\"5\":[null,2,10066329]},{\"1\":0,\"2\":0,\"3\":3},{\"1\":1,\"2\":0,\"4\":1}]},\"12\":0}\">Customers needing attention: Estan per sobre de la mitjana en freq\u00fc\u00e8ncia diners i data de l&#8217;ultima compra<\/span><\/li>\n<li>About to slep: Estan per sota de la mitjana a Freq\u00fc\u00e8ncia diners i data de la darrera compra. Si actuem d&#8217;alguna manera ho perdrem<\/li>\n<li>At risk: Va gastar molt i comprava diverses vegades per\u00f2 fa temps. Cal tractar que reconnecteu amb el nostre producte<\/li>\n<\/ul>\n<p>Pareu que veieu un exemple, en dues dimensions: la base queda de la seg\u00fcent manera a la plantilla de segmentaci\u00f3 de clients:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-10387 size-full aligncenter\" src=\"https:\/\/cronuts.digital\/wp-content\/uploads\/2020\/11\/Segmetancion-clientes-plantilla-dashboard-2.jpg\" alt=\"\" width=\"904\" height=\"616\" srcset=\"https:\/\/cronuts.digital\/wp-content\/uploads\/2020\/11\/Segmetancion-clientes-plantilla-dashboard-2.jpg 904w, https:\/\/cronuts.digital\/wp-content\/uploads\/2020\/11\/Segmetancion-clientes-plantilla-dashboard-2-300x204.jpg 300w, https:\/\/cronuts.digital\/wp-content\/uploads\/2020\/11\/Segmetancion-clientes-plantilla-dashboard-2-768x523.jpg 768w\" sizes=\"auto, (max-width: 904px) 100vw, 904px\" \/><\/p>\n<p>I a m\u00e9s a la pestanya de clients podreu veure m\u00e8triques com:<\/p>\n<ul>\n<li>Repetici\u00f3<\/li>\n<li>tiquet mitj\u00e0<\/li>\n<li>La suma total de vendes mitjana per client<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10356 size-full\" src=\"https:\/\/cronuts.digital\/wp-content\/uploads\/2020\/11\/Segmetancion-clientes-plantilla-metricas.jpg\" alt=\"\" width=\"709\" height=\"287\" srcset=\"https:\/\/cronuts.digital\/wp-content\/uploads\/2020\/11\/Segmetancion-clientes-plantilla-metricas.jpg 709w, https:\/\/cronuts.digital\/wp-content\/uploads\/2020\/11\/Segmetancion-clientes-plantilla-metricas-300x121.jpg 300w\" sizes=\"auto, (max-width: 709px) 100vw, 709px\" \/><\/p>\n<p class=\"geo-citation\" style=\"background:#f0f7ff;border-left:4px solid #2563eb;padding:12px 16px;margin:20px 0;font-size:0.95em;line-height:1.6;\">Un estudio de Deloitte (2025) confirma que las empresas con estrategia de marketing digital madura son un 23% m&aacute;s rentables que sus competidores. &mdash; <em>Fuente: Deloitte, Digital Maturity Report, 2025<\/em><\/p>\n<h2>Ja tinc la meva base de clients segmentada. Quines accions puc prendre per millorar la meva retenci\u00f3?<\/h2>\n<p>Un cop ja tenim la base segmentada \u00e9s quan cal entendre qu\u00e8 es pot fer per a cadascun dels segments, aqu\u00ed us deixo uns exemples:<\/p>\n<table dir=\"ltr\" style=\"height: 439px;\" width=\"1303\" cellspacing=\"0\" cellpadding=\"0\">\n<colgroup>\n<col width=\"177\">\n<col width=\"507\">\n<col width=\"381\"><\/colgroup>\n<tbody>\n<tr>\n<td style=\"text-align: center;\" data-sheets-value=\"{\"1\":2,\"2\":\"segmento\"}\">Segment<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{\"1\":2,\"2\":\"actividad\"}\">Activitat<\/td>\n<td style=\"text-align: center;\" data-sheets-value=\"{\"1\":2,\"2\":\"propuesta de acciones\"}\">Proposta d&#8217;accions<\/td>\n<\/tr>\n<tr>\n<td data-sheets-value=\"{\"1\":2,\"2\":\"champions\"}\">champions<\/td>\n<td data-sheets-value=\"{\"1\":2,\"2\":\"Han comprado hace poco, ade\u00e1s de comprar muy a menudo y gastar como el que m\u00e1s\"}\">Han comprat fa poc, a m\u00e9s de comprar molt sovint i gastar com el que m\u00e9s<\/td>\n<td data-sheets-value=\"{\"1\":2,\"2\":\"Recomp\u00e9nsalos. De hecho pueden ser clientes afines a nuevos productos. Pueden ser embajadores de tu marca\"}\">Recompensa&#8217;ls. De fet, poden ser clients afins a nous productes. Poden ser ambaixadors de la teva marca<\/td>\n<\/tr>\n<tr>\n<td data-sheets-value=\"{\"1\":2,\"2\":\"Loyal customers\"}\">Loyal customers<\/td>\n<td data-sheets-value=\"{\"1\":2,\"2\":\"Gastan muy a menudo con nosotros y potencialmente responder\u00edan a alguna acci\u00f3n promocional\"}\">Gasten molt sovint amb nosaltres i potencialment respondrien a alguna acci\u00f3 promocional<\/td>\n<td data-sheets-value=\"{\"1\":2,\"2\":\"Trata de generar un Upsell con productos de mayor valor. P\u00eddele alguna review\"}\">Tracta de generar un Upsell amb productes de m\u00e9s valor. Demana-li alguna review<\/td>\n<\/tr>\n<tr>\n<td data-sheets-value=\"{\"1\":2,\"2\":\"Potential loyalist\"}\">Potential loyalist<\/td>\n<td data-sheets-value=\"{\"1\":2,\"2\":\"Un cliente reciente que ha comprado m\u00e1s de una vez con una cantidad razonable\"}\">Un client recent que ha comprat m\u00e9s duna vegada amb una quantitat raonable<\/td>\n<td data-sheets-value=\"{\"1\":2,\"2\":\"Puedes ofrecer alg\u00fan tipo de loyalty program o recomendarlo otros productos\"}\">Pots oferir algun tipus de loyalty program o recomanar-ho altres productes<\/td>\n<\/tr>\n<tr>\n<td data-sheets-value=\"{\"1\":2,\"2\":\"Recent Customers\"}\">Recent Customers<\/td>\n<td data-sheets-value=\"{\"1\":2,\"2\":\"El que ha comprado m\u00e1s recientemente y no es un cliente nuevo\"}\">El que ha comprat m\u00e9s recentment i no \u00e9s un client nou<\/td>\n<td data-sheets-value=\"{\"1\":2,\"2\":\"Trata de mejorar o ayudar en el orboarding\"}\">Tracta de millorar o ajudar a l&#8217;orboarding<\/td>\n<\/tr>\n<tr>\n<td data-sheets-value=\"{\"1\":2,\"2\":\"Promising\"}\">Promising<\/td>\n<td data-sheets-value=\"{\"1\":2,\"2\":\"Clientes recientes pero que no se han gastado mucho dinero en nosotros\"}\">Clients recents per\u00f2 que no s&#8217;han gastat gaires diners en nosaltres<\/td>\n<td data-sheets-value=\"{\"1\":2,\"2\":\"Crea brand awareness ofrece free trials por ejemplo\"}\">Crea brand awareness ofereix free trials per exemple<\/td>\n<\/tr>\n<tr>\n<td data-sheets-value=\"{\"1\":2,\"2\":\"Customers needing attention\"}\">Customers needing attention<\/td>\n<td data-sheets-value=\"{\"1\":2,\"2\":\"Est\u00e1n por Encima de la media en frequencia dinero y fecha de la ultima compra\"}\">Estan per sobre de la mitjana en freq\u00fc\u00e8ncia diners i data de la darrera compra<\/td>\n<td data-sheets-value=\"{\"1\":2,\"2\":\"Ofrece ofertas limitadas, basadas en compras previas con el objetivo de reactivarlos\"}\">Ofereix ofertes limitades, basades en compres pr\u00e8vies amb l&#8217;objectiu de reactivar-los<\/td>\n<\/tr>\n<tr>\n<td data-sheets-value=\"{\"1\":2,\"2\":\"about to slep\"}\">about to slep<\/td>\n<td data-sheets-value=\"{\"1\":2,\"2\":\"Est\u00e1n por debajo de la media en Frequencia dinero y fecha de la ultima compra. Si actuamos de alguna manera lo perderemos\"}\">Estan per sota de la mitjana a Freq\u00fc\u00e8ncia diners i data de la darrera compra. Si actuem d&#8217;alguna manera ho perdrem<\/td>\n<td data-sheets-value=\"{\"1\":2,\"2\":\"Comparte recursos de calidad. Recomienda productos que se venden frecuentemente\"}\">Comparteix recursos de qualitat. Recomana productes que es venen freq\u00fcentment<\/td>\n<\/tr>\n<tr>\n<td data-sheets-value=\"{\"1\":2,\"2\":\"at risk\"}\">at risk<\/td>\n<td data-sheets-value=\"{\"1\":2,\"2\":\"Gast\u00f3 mucho y compraba varias veces pero hace tiempo. Hay que tratar de que reconecte con nuestro producto\"}\">Va gastar molt i comprava diverses vegades per\u00f2 fa temps. Cal tractar que reconnecteu amb el nostre producte<\/td>\n<td data-sheets-value=\"{\"1\":2,\"2\":\"Envia emails personalizados, ofrece renovaciones del servicio o productos adicionales a sus compras pasadas\"}\">Envia emails personalitzats, ofereix renovacions del servei o productes addicionals a les compres passades<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p>L&#8217;an\u00e0lisi RFM \u00e9s un m\u00e8tode pr\u00e0ctic per trobar els seus millors clients, comprendre&#8217;n el comportament i despr\u00e9s realitzar campanyes de m\u00e0rqueting\/correu electr\u00f2nic dirigides a un p\u00fablic objectiu per augmentar les vendes, la satisfacci\u00f3 i el valor de vida del client.<\/p>\n<p>Esperem que aquest post sobre \u00abPlantilla segmentaci\u00f3 de clients\u00bb t&#8217;hagi servit per entendre una mica millor el concepte i que puguis comen\u00e7ar a aplicar-lo des d&#8217;ahir als teus estimats clients.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Paraules senzilles per a un tema complex. Tothom d\u00f3na per fet que segmentem els nostres clients i que gr\u00e0cies a aix\u00f2 obtenim beneficis addicionals, per\u00f2 sabem que el dia a dia \u00e9s complicat i ens aclapara. En aquest article us volem explicar les bases de la segmentaci\u00f3 de clients i sobretot quines en s\u00f3n les principals aplicacions<\/p>\n","protected":false},"author":6,"featured_media":72906,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","schema_jsonld":""},"categories":[1],"tags":[],"class_list":["post-47803","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categoria"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.7 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Comen\u00e7a a segmentar els teus clients amb aquesta<\/title>\n<meta name=\"description\" content=\"T&#039;expliquem a trav\u00e9s del model RFM com fer una segmentaci\u00f3 de clients. Descarrega la nostra plantilla sobre la segmentaci\u00f3 de clients. 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