Easy Ways to Generate Customer Profiles for Your Company
Generating high-quality sales leads for your company starts with customer profiles. A customer profile can be defined as a template, that helps a business to know and understand its customer a little more on the basis of who they are, what it is that they do, and where they do it from.
Profiling customers helps a business define a clear set of messages and imagery for target customers, and in so doing, improve their customer experience while also enhancing marketing effectiveness and efficiency. These profiles allow a business to group customers into different market categories based on the characteristics they have in common and be able to describe them.
Elements Included in a Customer Profile
- Demographic-Age, gender, ethnicity, race, region of residence.
- Geography- The location where the consumer works and resides.
- Psychographics- life stage, personality, lifestyle, hobbies, opinion, attitude, voting behaviour.
- Socioeconomic- Occupation, income, education, IP landscape, neighbourhood, association membership.
- Benefits- What the customers are looking for in the products as they shop.
- Product usage/brand affinity- Purchasing history, level of brand loyalty, product engagement.
Ways to Generate a Customer Profile
- Export customer data from your online and offline channels
Your digital channels not only provide information to the audience, but they also help collect a good amount of data about your audience. It can show information about who the audience is, what they are interested in, and also what they are sharing on the web. The channels to review are emails, website, and social media.
- Review offline channels for customer data
This could be the:
- Traditional hard copy mails to give you information need frequency and location
- Information from cash registers and payment terminals at the service centres or stores for information on shopping frequency and shopping preferences.
- Attendance data to the different events that you hold, to help you understand the customer’s interests, interaction, and goals.
- App data usage information
Brands personify their promise through an app, and it is the most intimate way to interact with consumers. They provide behavioural data on why, how, and why consumers turn to your app. The app will tell you who has downloaded your app, how frequently they use it, what actions they engage in while inside the app, and their in-app events conversion.
- Collect customer feedback and analyze complaints
The best resource in building customer profiles is from the feedback they personally provide through face-to-face interaction, phone, or video calls. Pay attention to their pain points, this is the most solid way to have a clear picture of how customers expect of you and from your product, guiding you on how to profile them.
- Fill in the customer template
Import all the information from the channels to a central hub for analysis and help bring disparate information sources together. The data is then marked depending on the customer’s IDs, name, or other identifiable parameters and fed into a customer profile template.
Conclusion
A customer profile that clearly describes the specific segments allows the business to envision the person interested in their product. With that, a business will understand what benefits the consumer is looking for, what motivated them to find their business, where they are likely to interact with your business, as well at the messaging that will be most appealing to their needs and wants. This is critical in creating an appropriate marketing strategy in a business.