What is a Customer Profile?
A Customer Profile is a description of a customer or set of customers that includes demographic, geographic, and psychographic characteristics, as well as buying patterns, creditworthiness, and purchase history.
A Customer Profile is also known as Customer Persona or Avatars.
Basically, it’s a generalized description of your ideal customer. It includes their demographics, likes/dislikes, preferred media channels (i.e. Facebook, email, TV), and more. Writing profiles allows you to find products/services better suited for your customers and market to them more effectively.
Why should we create a Customer Profile?
There are different reasons why a company should create an ideal customer profile. But the main reason is so that you can focus your sales and marketing efforts on generating high-quality sales leads.
- Customer profiling provides much-needed structure to a marketing plan.
- It helps to develop your marketing activities and programs.
- It helps you understand what the ideal customer is looking for, what matters to them most and how best to speak to them.
- If you have a customer profile you are in a better position to know what to communicate, when to communicate and by what method.
- It becomes a lot less expensive in time and money spent developing the relationship.
- Another key benefit of profiling is that it removes some influence from the marketing team and external agents like ourselves. This might sound like something to be wary of, but providing distance via objective data helps everyone involved to make hard rational decisions about how best to proceed.
- It is much easier to attract more customers when you actually know about your current customers.
- With competition for customers increasing every day, it is one of the simple ways to have a competitive advantage.
When starting your business, or working with a brand, it’s easy to think about what you want the business/brand to represent and how you want it to be perceived. It’s even easier to forget about what your customer wants, leading to unhappy customers and low sales.
This is why creating customer profiles is so important. Every time you make a business decision, whether it’s to upgrade your existing product or build a new website, you should tie it back to your profiles mentioning “what do your customers really want?”
How to create a Customer Profile Template?
Trying to sell products and services without understanding your ideal customers is like driving with your eyes closed.
Hence, here is the important process involved in order to create an effective Customer Profile Template.
1) Describe your Customers
The first step you should take in assembling your customer persona is to create broad descriptions of each ideal customer. Understand who your ideal customer is and what similarities they have. Define and group your customers with the following criteria –
- Demographics – Involves their age, gender, income, etc.
- Psycho-graphics – Involves their personality type, preferences, etc.
- Behavior – Involves their similar likes and dislikes, sports, hobbies, etc.
Characteristics can also be grouped as – Number of employees, revenue, geographic scope, type of business, decision-making, and budget.
2) Locate your Customers
The next step would be to locate your customers. So, find the places, that your customers are attracted to, whether a physical location or a cyberspace where they gather. You could indirectly keep a track of them by finding the answers to these following questions –
- What websites will this customer frequently visit?
- What are likely search terms they will use?
- Where do they hang out? Which locality?
- What blogs do they read?
- What sort of content appeals to them the most?
3) Understand their Purchasing Process
After locating your customer and their interests, the next step is to realize their tactics of purchasing. So, review the needs and benefits that make your customers keen on purchasing your product or service. Find the answers to these questions –
- Where do they begin their research?
- What is their problem or need?
- What are the benefits of finding a solution?
- Do they make purchases by impulse?
- Do they seek out referrals?
- Will they need approval by a committee before making a purchase?
4) Feedback from Current Customers
The best way to find out how your products or services work is to ask your current customers. Hence, you must reach out to your current ideal customers to gain additional insight into what made them select your business over other competitors. You could also conduct interviews, formally or informally, and ask them –
- How did you originally find our company before contacting us?
- Why did you originally buy from our company?
- Why do you continue to buy from our company?
- What do we do that the other competitors didn’t do?
- What is their greatest hesitation in trying out your offering?
5) Analyze Complaints
By getting a feedback from current customers, you must not only concentrate on the good but also on the complaints.
- These complaints basically signify the faults of your product or services.
- Customer complaints are a terrific resource for pain points. When you think about it, a complaint actually uncovers what your customer is “committed to” or is trying to do but doesn’t succeed.
- If you uncover complaints about late deliveries, you have customers who have tight time commitments and that is a powerful profiling attribute.
6) Create Client Profiles
The final step, of course, is to create the Client Profiles.
You must create personas that describe specific segments of your current clients. Ensure that the profiles are tangibleIdeal Customer Profile Template so that you can envision this person and what would motivate them to find your business.
- Describe your clients in written profiles, called personas.
- Create a specific persona for each identifiable client group and name them.
- Include images of ideal clients, either real or a hypothetical individual.
An Ideal Customer Profile Template
Now that you have understood the process as well as the importance of a Customer Profile Template, here is a typical example of a template. These are just a few ideas. But the art of Customer Profile Template is that it can be changed according to your business and can be as creative as you want it to be. So, Get creative, and don’t worry if you change this later.
To download the template, click here – Aeroleads Customer Profile Template.
One must remember that by putting all this work into learning about your customers’ lives is not going in vain.
In fact, this should be the basis of your business.
At the end of the day, businesses are there to make money and having happy customers makes money. Hence, you should be making your decisions based on your customer profiles and how it benefits them.