Profiling @ Validactor - The Global Anti-counterfeiting solution

Customer Profiling

Establishing a customer profile can give you the information you need to generate more business and increase profits.
Understanding your customers is the secret of successful selling. Existing customers are important sources of information. The more you know about them, the easier it can be to increase their spending. And you can also use the information you gather to find new customers.

Know Your Customer: How to Create an Accurate Customer Profile

One of the most important aspects of your business is understanding who your customer is. This helps define what makes your company unique as compared to other businesses in your industry.

Customers choose to shop at your t-shirt store over another or eat at your fast-food place over the others is because you’ve built a business that caters to a particular demographic, offering quality products or services at the right price based on your market.

Therefore, it’s very important, especially from a marketing perspective, to know how to create an accurate customer profile that helps define who is the customer that you’re trying to reach.
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1. Understand your own products and services, their intended use, and the way they’re actually being used.

To begin crafting an accurate customer profile, you should fully understand your own products, services, and your mission as an organization. This is an ongoing process, but from the very beginning it’s essential to understand “who” you want your customer to be and how this influences the way your offerings are developed and packaged.

The purpose to which your offerings are intended affects what type of people decide to use them and therefore, must be monitored accordingly, to ensure your products and services are of the highest value to that audience. For instance, if you run a clothing store, the way your jeans or t-shirts fits a customer can greatly affect what type of customer your business attracts.

By paying attention to the way your products and services are used, you’ll be able to see how the usage of your offerings changes over time. To respond to these changes, you could decide, for example, to change the original purpose of your offering to better suit your customers’ needs, or you could develop an additional product or service to address this change.

Lastly, the organization’s policy also helps to define your brand’s image and your ideal customer’s profile.

For instance, a given number of customers could be more attracted by your business if you ensure eco-friendly practices or give back a percentage of profits to charity.

2. Ask for ongoing feedback from customers, alongside industry research.

To get the most accurate customer profile as possible, survey your audience consistently and ask for their feedback on your offerings as well as for their perception of your company.

By using your existing mailing list or social media accounts, you can investigate on your customers’ needs and preferences. This will help you to identify your target customers and to build your marketing strategy.

Let’s encourage your customers participating in your surveys by giving them – for example - a coupon or promo code for a discount. Make sure regardless of how you’re requesting feedback from your audience that you make the process enjoyable.

Lastly, rely on organisations which are tasked with analysing trends in customers’ behaviour across different verticals.

3. Map out the interests of your ideal customers based on demographics, psychographics, behavioural and environmental data including age, interests, job role, gender, location and more.

Use the results from the previous analysis to create a map of your different ideal buyers. Every company has a few different types of customers.

Explore what is unique about their individual preferences and write it all down. Map out the age, interests, job role, favorite music, gender, location, socioeconomic status, religious background, education level, ethnicity, income level and more.

Ask questions like:

Which other businesses do they frequent?
Which websites do they tend to visit more frequently?
What blogs do they regularly read?
What are their personal interests?
What type of job do they have?
How does your product improve their life?
How do your customers entertain themselves?

By asking the above questions you’ll be able to map out your ideal customer’s profile and once these aspects of your profile are mapped out, you’ll be ready to develop a strategy to consistently reach this kind of customer.

4. Keep consistency across the company in terms of your customer profile, consistency is key.

Once you’ve established who your ideal customer is, use the customer profile as a critical tool for helping your business achieve those goals.

By making the customer profile, easily accessible and agreed upon by all the members of your team, you’ll ensure consistency across the company. Consistency is important for the long-term success of your customer-network growth, since because each member of your team needs to be working towards the same goals in order to achieve them, otherwise your teams efforts could be fragmented and counterproductive.