And you can do that effectively by building a customer profile and developing a system for creating and auditing those profiles. Customer profiling is the act of describing a customer or set of customers using demographics, psychographics, buying patterns, and other factors. In other words, it's identifying characteristics of people who are most likely to purchase your product or service and derive a lot of value from it.
Once you've defined these qualities of your target audience, you can segment your customer base into different customer profiles. A customer profile is a detailed description of your target audience. It's similar to a buyer persona. However, while a buyer persona focuses on providing a fictionalized individual who acts as a representation of your customers, a customer profile is rooted in the data and factual information of your customer base.
Everything you need to know about a group of customers is captured within this one description. For this reason, a customer profile comes first, and then you build a buyer persona from it. When building a business, developing a go-to-market strategy, or giving your sales team direction, it's important to have a clear description of this customer profile in place.
Without it, you might end up spreading your product offering too thin and diluting your value across a large number of customers. At AdStage , we like to think of the customer profile as guard rails for product managers while they develop a new product, marketers as they craft positioning strategies, and salespeople when they're searching for potential customers. Consider these roles and how they would differ, for example, when talking about a widget built for accountants vs a widget built for accountants working in a employee company in the auto-industry that use QuickBooks.
A general widget built for accountants might offer a cursory set of features that either overlap with existing systems or operates independently of a companies core system of record. Building products that complement existing systems can lower your barrier to entry, show a deep understanding of the problem you're trying to solve, and ultimately add more value on a shorter timetable. A refined customer profile can help your company build more impactful features, find and attract more people that are likely to buy your product, develop a stronger relationship with your customers, and put you on a better trajectory for market dominance.
For this reason, it's a good idea to profile customers based on specific types, or "segments. Demographics are the concrete characteristics of a population and can be used to understand consumer behavior, albeit broadly. Demographics include the following traits and more :. In B2B, you may also consider attributes such as company size, industry, and other attributes for the organization. Demographics alone aren't enough to understand how, when, and why people make purchasing decisions, and that's where psychographics come in.
These factors relate to the attitudes and psychological make-up of a population and may include:. Psychographics are helpful to understand the buying journey and even the customer journey after they've already made a purchase from you. Whether it's for understanding the triggering events that lead them to purchase, crafting value-based messaging to attract prospects, empathizing with their situation, or developing new products that address existing needs, psychographics are extremely useful things to consider.
While psychographics relate to psychological attributes, behavioral segments take a look at how that's manifested into action. You may consider segmenting by:. Segments based on behavioral traits are some of the most valuable in customer support because it can help service teams find insights relating to customer interaction and how these trends manifest into recurring revenue and satisfaction rate. And once those things are measured, they can be improved.
Geographical factors are relevant any time location can affect how customers interact with a brand or receive their products. Here are popular ways to segment based on geography:. Gaining insights based on geography can help how your organization thinks through logistics, support implementation, and marketing.
If you have a new business, focus on the problem you're trying to solve and identify the type of people who face this challenge. If you have an existing customer base, it's key to take a close look at your current users and their behavior. The common denominator between these approaches is people. It doesn't matter if you only have a few customers or are well on your way to 10, You need to understand who your customers are or will be , how they're using your product or service, and why they're using it.
A customer journey map is a document that outlines every touchpoint a customer must pass through to achieve a goal with your company. While these take time to complete, they paint a detailed picture of who's buying your products and interacting with your brand. But, you don't need to complete a customer journey map to create a customer profile. Simply thinking about the customer's journey will help you understand who you're trying to reach. And, by understanding their needs, challenges, and goals, you'll develop a stronger sense of what your customers want from your business.
You can even take this one step further by interviewing customers about each stop on your map. When creating HubSpot's customer journey map , its team asked users how they felt about specific points in the customer experience. Then, they charted these stories on the map so they could see how customer perception changed throughout the customer's journey. This gave them a good idea of what their customers liked and didn't like about their products.
To define your customer profile, it's best to start with external demographics, then dive deeper into needs, and finally look at your company's offering. When building your profile, it's easy to just rely on the data your team is given. But, it's hard to get to know your customers if you don't spend time with them. You need to meet your customers in person if you want to have a clear picture of what they're like. This makes customer interviews one of the best resources to use when building a customer profile.
Customer interviews allow your team to speak with users face-to-face. They can read their reactions to questions in real-time and foster human relationships with your customers. This helps them uncover valuable information that raw data simply can't show. If you're unable to reach a specific group of customers, consider setting up a phone or video call.
While it's not as engaging as an in-person interaction, it's still an effective way of reaching your target audience. And, if your customers are willing to schedule a call with you, you know they're loyal users and are worth the time investment. The more attention you pay to these customers, the more you'll have in the future. Once you've defined the external factors that describe your customer profile, it's critical to dig deeper into the contextual details.
For example, if I was starting a SaaS company, I'd want to understand the following things about my customer:. Based on these external factors and contextual details, you should now have a strong grasp on your potential customers' general make-up and goals.
The final step to complete your customer profile is to look internally to see how you can help them based on all of this information. Below are some key questions to answer when completing your customer profile:. One major contextual detail you should consider is where your brand falls in comparison to others in its industry.
You should know how your customers perceive your brand and which companies you're competing with for their attention. For example, if your customer profile notes that potential buyers use iPhones to browse and shop online, you can include their device preferences in audience targeting when creating Facebook ads for your business. This should improve their overall experience with your company and build loyalty towards your business. According to Customer Experience Matrix , 79 percent of consumers are more loyal to a business that understands them.
Considering that a 7 percent increase in loyalty can boost company profits by as much as 85 percent, taking steps to enhance the customer experience will help improve your bottom line. As you uncover the desires and pain points of your target audience, you can personalize their experiences and also provide better resources to make them loyal to your brand. This requires putting time into learning about every individual client, which can be difficult for a small business.
Fortunately, you can create a customer profile to identify the traits of your target accounts and ABM techniques to deliver highly personalized campaigns based on those particular attributes. You can write a case study of your own on how you have helped companies that fit this profile increase their revenue. Personalized content is as good as any other tailored strategy for boosting ROI.
In many cases, companies have multiple consumer groups that have different behaviors, tastes, and preferences. In case of an ecommerce product, you might offer different features based on whether a senior or a young adult has ordered your item.
For example, it can be a good idea to send a basic instruction manual with products that are going out to older customers. A customer profile represents the type of person who would be a good fit for your product or service. It tends to include demographics, lifestyle attributes, and behavioral attributes of the individual. On the other hand, a buyer persona is a hypothetical representation of customers you want to reach based on qualitative data points like aims, motivations, pain points, etc.
The insights can help you find new prospects and tailor marketing campaigns to customers. Instead, take a systematic approach to gathering information and data on your ideal customers. Here are five simple steps for creating a customer profile. The first step is to find and analyze people who are in love with your products or services.
Some questions to ask yourself to find your best customers are:. The main attributes usually relate to:. Demographic attributes reveal the age, gender, race, ethnicity, and religion of your ideal customers. For instance, a chic female clothing store should only market its products to young female audiences who have an interest in buying stylish apparel. They include things like:. The psychographic part of your customer profile helps you create and market products that speak to the way people think, their pain points, and their emotional triggers.
Most ideal customer profiles also feature attributes related to education, income, neighborhood, and household size. But you can even research what socioeconomic class your best customers fall into. Do your customers live in a tax-free state? Geographic segmentation helps you answer these and other location-specific questions about your customers.
This information can be particularly valuable if you sell items that are subject to differences in regional taxes, population, or climate. A car company, for instance, would be able to use geographic segmentation to determine the type of vehicles they should produce in greater quantities. As we mentioned earlier, B2B customer profiles tend to include firmographics.
This is where you write down the industry, size, geography, total employees, number of customers, and annual revenue of your clients. Crunchbase is also a goldmine for researching company-related data. The platform offers filters such as categories, number of employees, and total funding amount to help you gain insight into the firmographics of a particular company. You can use tools like SurveyMonkey or Google Forms to create surveys on specific customer traits.
Below are some ideas for the type of questions to include in your survey:. You should keep in mind that these are very personal and sensitive questions. As a result, you have to pay special attention to the way you structure them. One idea is to give consumers multiple answers to choose from for some demographic questions. Below are a few examples to give you an idea of which questions to ask in order to gain socioeconomic data:.
Since there are so many potential answers to these types of questions, you can ask open-ended questions like the ones below:. Again, the answers to these questions are not complex or sensitive, so you can use open-ended questions like:.
Learn more: What's new and planned. With changing customer expectations, retail banks are constantly required to enhance their customer experience and to meet the customers where they are, while maintaining a personalized experience and efficient, professional service. Because of data silos in the bank, relationship managers lack consolidated visibility into customer information, characteristics, financial history, and intelligent insights.
This limits their ability to provide personalized experiences, so they're likely to miss growth opportunities. With Unified Customer Profile, relationship managers can gain a complete view of the customer to reach better outcomes through personalized experience, facilitate cross-sell and upsell and increase customer retention and loyalty.
The customer snapshot provides the bank agent with a quick, at-a-glance view of who the customer is, from name through personal information such as demographics, regular income, and their preferred channel of communication. The profile can be enriched with additional Customer Intelligence-driven information such as banking segments, and churn risk built on Customer Insights.
Moving to the next important step of building a consumer profile, if you have collected the external details, now is the time to know about the goals. Some of the most crucial questions that must be answered by building a customer profile are: What unique features are you providing your customers? Helping them to save time, money or grow their revenue Were you able to solve their pain points?
How does your product or service different from your competitors? Does your product fit into their short and long-term goals? Before you compete, you must know your competitors. Before you start selling your product and introduce new features, you must know about the shortfalls of the industry, the trends and how consumers perceive it! This will help you in brand identity and help to stand out! This becomes the initial steps of marketing strategies and finally developing a customer profile.
Ample company profile templates are available on the web that can help you create a harmonious and a reliable company profile. Just search online, and you will witness fantastic company profiles. HR managers or small business owners can make their job of creating a company profile easier with these templates.
NOTE:- These are mere examples of a customer profile template; the same can be changed according to your business and can be as creative as you want it to be. Here, as you can see, it contains just the basic and important details. If you like to keep things simple then you could opt for such a customer persona. Click here to view. Map out the interests of this customer based on demographics, psychographics, behavioural as well as environment including age, interests, job role, gender, location and more.
Click here to v iew. The following abilities have to be kept in mind —. Artistry basically means creative or skills. This specific profile must contain portions asking for customer contact details and some personal details. Along with this, it must ask for events invited to, customer service and products of interest.
This kind of customer profile is basically the one that has a lot of details. These profiles come in different shapes and sizes. Some are very elaborate and in-depth, others consist of simply two or three telltale signs of being a great fit for your solution. Basically, customer profiling provides a much-needed structure to a marketing plan.
After all, at the end of the day, businesses are there to make money and having happy customers makes money. Hence, y ou should be making your decisions based on your customer profiles and how it benefits them. What started as a high school hobby to write is now her ongoing passion.
Tags customer profile template Examples of Ideal Customer Profile ideal customer profile ideal customer profile template what is ideal customer profile. Navaneetha, popularly known as "nav", loves to read, play badminton, play the keyboard and sing but when she's not doing any of those, she loves to write.
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