Frequently Asked Questions

Yes, absolutely. Your data never leaves your device. Segmentor.app runs entirely in your browser using local processing—we never see, store, or transmit your customer data anywhere. Think of it like using a calculator: the numbers you enter stay on your device.

Key security features:

• ✅ Zero cloud storage—all processing happens locally
• ✅ No data transmission to external servers
• ✅ Your files stay on your computer
• ✅ You can work offline once the page loads

No, we don't use cookies. Segmentor.app doesn't track you, create user profiles, or store any browsing data. We respect your privacy by design. The tool runs entirely in your browser with no account requirements for standard use.

Only on your device. Your customer data is stored in two ways, both completely under your control:

1. Browser temporary storage (automatic): When you're working on a segmentation, your data is temporarily held in your browser's memory. You can clear this anytime through your browser settings.

2. .seg project files (manual): Use the Save button to export your complete project as a .seg file to your computer. You choose where to store it—it's just a regular file you control.

Yes, because we never see it. This isn't just a privacy promise—it's how the technology works. segmentor.app uses a privacy-by-design architecture. All calculations happen in your browser using JavaScript, similar to how a spreadsheet works.

Yes and no—we give you the choice! The original 1995 Apostles Model used specific terminology:

• Apostles (a sub-zone within Loyalists)
• Terrorists (a sub-zone within Defectors)

We've modernised these terms to:

• Advocates (instead of Apostles)
• Trolls (instead of Terrorists)

You choose: In the visualisation controls, switch between 'Modern' and 'Classic' terminology. The segmentation logic stays the same—only the labels change. We default to modern terms but respect those who prefer the original academic language.

Loyalists are the full quadrant (top-right) of customers with both high satisfaction and high loyalty.

Advocates are the most loyal and satisfied customers within that quadrant—essentially 'Loyalists Plus.' They don't just stay—they actively promote you.

Think of it like this: All Advocates are Loyalists, but not all Loyalists are Advocates. Advocates are your superfans.

The Apostles Model is a customer segmentation framework that classifies customers into four groups based on two dimensions: satisfaction and loyalty. It was developed by Thomas O. Jones and W. Earl Sasser Jr. in their groundbreaking 1995 Harvard Business Review article "Why Satisfied Customers Defect."

The classic model identified four customer types:

• Loyalists: High satisfaction + High loyalty (includes Apostles sub-zone)
• Mercenaries: High satisfaction + Low loyalty
• Hostages: Low satisfaction + High loyalty
• Defectors: Low satisfaction + Low loyalty (includes Terrorists sub-zone)

NPS* and segmentor.app complement each other perfectly.

NPS gives you a single score and asks, 'Would you recommend us?'

Segmentor.app adds context by showing why customers behave that way—plotting them across satisfaction and loyalty.

Great news: If you already use NPS, you can use those scores as your loyalty metric in segmentor.app! Many of our users do exactly that. NPS tells you the score; we help you understand the segments behind it.

*Net Promoter®, NPS®, NPS Prism®, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., NICE Systems, Inc., and Fred Reichheld. Net Promoter ScoreSM and Net Promoter SystemSM are service marks of Bain & Company, Inc., NICE Systems, Inc., and Fred Reichheld.

An Apostle is a sub-zone within the Loyalists quadrant—customers with both high satisfaction AND high loyalty who are your best customers and genuinely love what you do.

Characteristics of Apostles:

• ✅ Highly satisfied with your product/service
• ✅ Actively recommend you to others
• ✅ Resist competitive offers
• ✅ Forgive occasional mistakes
• ✅ Provide valuable feedback
• ✅ Drive most of your organic growth

Getting started is simple:

1. Upload your data: Click "Upload CSV" and select your customer data file
2. Or try sample data: Click "Load Sample Data" to see how it works
3. View your segments: The tool automatically categorizes your customers
4. Analyze results: Click on any customer point to see details
5. Save your work: Use the Save button to download your project

Your CSV only needs these two mandatory columns:

• Satisfaction Score: 1-10 scale (or 1-5, we'll normalize it automatically)
• Loyalty Score: 1-10 scale (or 1-5, we'll normalize it automatically)

Optional columns:

• Customer ID: If you don't provide this, segmentor.app will assign automatic IDs
• Customer Name, Email, etc.: Any additional details you want to include

Accepted scales: We automatically detect and normalize 1-5, 1-10, or 0-10 scales.

Examples:

// Minimal format (anonymous feedback)
Satisfaction,Loyalty
8,9
6,4

// With customer details
Customer ID,Satisfaction,Loyalty,Customer Name
CUST001,8,9,John Smith
CUST002,6,4,Jane Doe

Absolutely! Click the "Load Sample Data" button to see how the tool works with example customer data. This is perfect for:

• ✅ Understanding how the Apostles Model works
• ✅ Seeing what your results will look like
• ✅ Testing the tool's features
• ✅ Demonstrating to colleagues

Great question! While segmentor.app makes customer segmentation accessible to everyone, we know that turning insights into strategy isn't always straightforward.

We've partnered with Teresa Monroe, Europe's leading Customer Experience (CX) and Employee Experience (EX) consulting agency, to provide expert guidance when you need it. They specialise in:

• ✓ Complete CX program development from the ground up
• ✓ Expert segmentation analysis and strategic recommendations
• ✓ Implementation support and team training
• ✓ Organisational transformation and cultural change

Teresa Monroe has helped hundreds of companies transform their customer experience—from Fortune 500s to innovative scale-ups. They bring decades of experience turning customer data into business transformation.

Yes! You can drag the midpoint (centre point) to reposition where the quadrants divide. This is useful when your data distribution suggests different thresholds would be more meaningful.

You can also resize the Apostles and Terrorists zones using the resize handles in the top-right and bottom-left corners of the chart.

Yes, for points on quadrant boundaries. Click any data point to see its details. If the point sits on a boundary line, you'll see reassignment buttons to move it to an adjacent quadrant.

Manual reassignments are automatically cleared if you move the midpoint and the point is no longer on a boundary.

The chart controls let you:

• Toggle between Classic (Apostles/Terrorists) and Modern (Advocates/Trolls) terminology
• Show or hide Near-Apostles zones
• Control label visibility (all, quadrants only, or none)
• Toggle grid lines and scale numbers
• Show or hide axis legends

Yes. In the data table, click the edit icon to modify satisfaction or loyalty scores. Click the delete icon to remove individual entries, or use "Delete All Rows" to clear everything.

You can also exclude entries from analysis without deleting them—they'll remain in your data but won't appear in calculations.

Click any point on the chart to open an information box showing the customer's name, scores, quadrant assignment, and any additional data you've uploaded. For overlapping points, you'll see a frequency count.

Yes! The tool offers comprehensive filtering:

• Date filters: Analyse specific time periods with presets or custom ranges
• Attribute filters: Filter by country, language, or any custom attributes in your data
• Score filters: Filter by satisfaction or loyalty values

You can combine multiple filters to narrow down your analysis to specific customer segments.

Yes. The tool automatically detects and normalises 1-5, 1-7, and 1-10 satisfaction scales. You can mix different scales in the same dataset—the tool will handle the conversion automatically.

Yes. The tool automatically detects and normalises 1-5, 1-7, and 1-10 loyalty scales. Your satisfaction and loyalty scales can be different—the tool handles each independently.

When multiple customers share the same satisfaction and loyalty scores, they're displayed as a single point with a frequency indicator. Click the point to see all customers at that position and their details.

Teresa Monroe is widely recognised as Europe's #1 Customer Experience (CX) and Employee Experience (EX) consulting agency—and the partner we trust to support segmentor.app users who need strategic CX guidance.

Their Credentials:

• Track Record: 20+ years specialising exclusively in Customer Experience, hundreds of successful CX transformations completed, clients ranging from nimble startups to Fortune 500 enterprises
• Industry Recognition: Regular speakers at leading CX conferences (CX Network, CXPA events), published thought leadership in Harvard Business Review, McKinsey Quarterly, and industry journals
• Methodology Excellence: Proprietary frameworks combining academic research with practical implementation, data-driven approach focused on measurable outcomes
• European Market Leaders: Deep understanding of European regulatory environment (GDPR, consumer protection), multi-country experience across diverse business cultures

Why We Chose Them:

When selecting a consulting partner, we evaluated dozens of agencies. Teresa Monroe stood out for three reasons:

• They walk the talk – Their own operations are customer-centric and data-driven
• They focus on implementation – Not just strategy decks, but real organisational change
• They share our values – Transparency, privacy, and measurable impact over buzzwords

Services They Provide:

• CX strategy development and roadmapping
• Advanced segmentation analysis and insights
• Program design and implementation support
• Team training and capability building
• Ongoing advisory and optimisation

Brand+ adds custom branding to your reports:

• Replace the watermark with your company logo
• Apply your brand colours to charts and reports
• Control logo size, position, and orientation

Learn more about Brand+ →

Yes! You can save your complete project. Use the Save button to download a .seg file that contains:

• ✅ All your customer data
• ✅ Segmentation results
• ✅ Any custom settings
• ✅ Analysis notes

To load it later: Use the Load button and select your .seg file. Everything will be restored exactly as you left it.

You can export in multiple formats:

• PNG: Chart images for presentations
• PDF: Complete reports with charts and analysis
• CSV: Raw customer data with segment assignments
• Excel (XLSX): Action plans with multiple worksheets

Export options are available in the reporting section and chart controls.

The tool generates two main reports:

• Data Report: Statistics, distributions, and quadrant breakdowns
• Action Plan: Strategic recommendations, proximity analysis, conversion opportunities, and risk warnings

Both reports include visual charts and can be customised before export.

The Action Plan includes:

• Proximity Analysis: Identifies customers close to quadrant boundaries who could be converted
• Recommendation Score: Calculates your overall NPS-style score
• Response Concentration: Shows where most responses cluster
• Strategic Priorities: Highlights high-impact opportunities