We are sure it’s not easy to find a way to the hearts of your customers. Meeting their needs is crucial from the start, and the most effective issue to consider is customer profiling.
Things to Know about Customer Profiles
It’s simple. Customer profiles are designed to describe your customers. Each of your new clients gets a special electronic document filled with data, which concentrates on the following basic items:
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Demographics;
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Psychographics;
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Geographical information;
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Hobbies;
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Job and income;
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Goals;
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Purchasing behavioral patterns;
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Challenges and pain points.
If you’re an owner of a B2B (Business-to-Business commerce based on product exchange between businesses), then your customer profiles should also include firmographics:
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Size of a company;
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Number of employees;
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Annual income.
A properly arranged consumer profile helps you with marketing, targeting, and advertising. Ignoring this process will make you waste time and lose bigger, better deals.
When you manage to define your perfect clients, you’ll manage to win in the business market.
How does it work? Well, let’s have a look.
Ideal Customer Profile Example
Here is a customer profile template for you to analyse. You won’t find a perfect sample, but there’s always something you can be inspired with.
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Susan Green
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Demographics
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Geographics
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Psychographics
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Socio-Economic Info
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Age: 32
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Country: England
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Habits: Keen shopper, adores Netflix movies
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Salary: $60,000 a year
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Marital Status: Married
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Region/ State: Greater London
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Lifestyle: Enjoys partying, extroverted, inspired through meeting new people
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Occupation: Product designer for household appliances
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Gender: Female
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City: Chelsea
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Interests: CNN news, talks about Robin Williams movies
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Home Environment: Lives in an expensive appartment
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Parenting: Three children
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Values: Family, religion, relationship
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Education: B.Sc in Marketing
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Household Description: Married and lives with her husband and three children
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The customer profiling template we offer is basic. It involves the following aspects:
Demographics
Market segmentation based on factors like age, gender, ethnicity, race, religion, and education level. The more you comprehend crucial demographic information about your clients, the more you are likely to predict their behaviour and provide goods, services, or content that they would find valuable.
For instance, a firm that sells pricey alcoholic beverages should only advertise to consumers who are at least the legal drinking age and can afford the items.
Find out what interests people in a certain demographic area. If your consumers are between the ages of 24 and 30 or are married with kids, utilise that knowledge to develop campaigns and goods that they genuinely value.
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Geographical Information
Geographical information about your consumers can be utilised to split target clients into geographic groups so you can better serve them in a particular region.
For instance, if 70% of your client base hails from London, you have no business launching marketing initiatives that are too distant from the city.
Besides, geographical information in a profile template should be built based on the following issues:
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Size of a geographical location: country, county, city, town, etc.
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Climate: pay attention to environmental factors.
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Culture: local customs and social behaviour are crucial for when you arrange another advertising campaign.
Psychographics
People's interests, hobbies, and other activities are all covered by psychographic information. It’s very close to demographics and covers the following issues:
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Age;
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Marital status;
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Gender;
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Parenting;
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Habits;
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Interests;
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Lifestyle;
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Values.
Socio-Economic Information
This method of classifying demographics looks at factors including household composition, income, and occupation.
Socio-economic information in a client’s profile should include the following points:
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Income. Basic information about financial sources and earnings. You should know whether your customer has enough finances to pay for your service or product.
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Education. Depending on what types of products and services you offer, your client’s education can turn out to be an immensely important factor.
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Occupation. It’s crucial to know whether your client is an employee, a freelancer, or a business owner. Are there any specific jobs or occupations in line with your services and products? Can you facilitate or improve anyone’s everyday work in the area?
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Home. Pay attention to the main characteristics of the area where you work. Do your clients belong to a certain economic class? What is there in their home environment that you can improve with your business?
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Household. The size of the household and the way it’s arranged can also be a source of information for your business. Your clients’ capabilities depend on a lot of factors. They can be married or not, they can have kids or elderly parents living with them, or they may have pets or deal with other animals regularly.
An ideal customer profile template depends on what you can offer. And things you can offer depend on the socio-economic class of the customers in your area.
How to Get Data for Customer Profiles?
You may estimate all the necessary probabilities about your customers, or you could look at actual analytics of your site visitors. Clearly, the latter is a better choice. There are many online services and organisations that deal with collecting online details about the users in any local area. They can help you download and enrich the database.
Here is when Bitrix24 can become helpful. It’s one of the ultimate solutions for your business and personal workspace. One of the services offered is CRM, which stands for Customer Relationship Management. These experienced professionals will help you:
CRM for Customer Profiles
If you have no idea what example of customer profile is suitable for your business, CRM will help you out. The traditional demographics are not replaced by customer profiling; rather, they are used to support your workflow when you interact with the consumer touchpoints.
CRM will help you:
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Learn more about the social aspect of your clients;
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Analyze the behaviour of potential clients in your area;
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Collect information about the recency of customers’ activity;
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Understand how much money a regular customer is ready to spend on your goods or services.
CRM will help you find the best customer profiles examples to escalate your profit numbers and make marketing easier. You’ll be deeply involved in the business understanding your customers’ needs better.
How to Create Better Customer Profiles?
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Update
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It doesn’t matter what audience profile template you use, but you have to understand that clients’ needs are changing overtime. Irrelevant information in customer profiles can literally ruin your business.
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Analyse
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Traffic analytics is just as important. Try to be in line with the commentaries and feedback of the clients using your services and buying your products regularly. There’s plenty of online tools that can help you analyse the website traffic, so don’t ignore it.
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Undertake
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Arranging surveys is truly a worthwhile undertaking. When you ask your clients questions you learn about their preferences and show involvement. It will help you build mutual trust and loyalty.
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Understand
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You must be fully aware of the kinds of industries that your company serves. This will involve having a clear understanding of the goods or services you provide, how they differ from those of other companies, how they may be improved, whether they will meet customers' demands, and how you plan to gain market share.
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How to Choose a Perfect Customer Profile Example?
Each client profile template is unique, because everything depends on needs. Customer profiles can be divided into basic categories.
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Simple
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Hierarchical
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Visual
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Your main goal is to use minimum data to get maximum valuable information. Avoid multi-page documents and concentrate on actionable insights. Pay attention to the vital information:
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Demographics;
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Clients’ decisions;
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Clients’ needs;
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Clients’ behaviour.
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You use several simple profiles at once to understand which of them fit your priorities more and which of them do not fit your priorities at all.
Here you compare the behaviours and demographics of your clients to find out which customers are the most suitable for you.
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This is a convenient profile template. To help your sales and customer service teams better understand the person they're talking to, you should consider including a stock photo or caricature of your ideal client.
This can be especially useful for staff members who solely communicate with clients over the phone.
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Customer Profiles: Simple, Hierarchical & Visual
Simple Profile Template
Hierarchical Profile Template
Visual Profile Template
Image source:
techtarget.com
Creating a Client’s Profile in 10 Simple Steps
Step 1. Use templates
Download pre-made templates and correct them to fit your needs. If you have no idea what you need, you can get in touch with any company dealing with CRM management online and ask them for help. You’ll merely fill in the blanks, and the company will create personal templates for you.
Step 2. Choose software
You’ll have to use the following tools in the first place:
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CRM inline with your customers’ contact data;
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Customer Feedback Software to run questionnaires and design surveys;
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Analytics Software to understand whether your website is effective or not.
All of your consumer interaction and engagement data is kept in one easy-to-use interface by analytics software. Additionally, it's linked to your CRM.
Step 3. Involve demographics
Ask yourself the following questions to examine external demographics:
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Why are your products useful in the market?
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Do you hit a specific group of clients?
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What is your client’s annual income?
Step 4. Collect feedback
To create a universal and yet practical profile template, you have to dive deeper. Customer interviews give your staff the chance to interact directly with real people. They can develop genuine connections with your clients by reading their responses to inquiries in real time.
They get to learn important information from this that raw data alone cannot provide.
Step 5. Review journey map
A customer journey map lists each interaction a customer must have with your business to accomplish a goal. These take time to finish, but they provide a thorough picture of the people who are purchasing your goods and interacting with your business.
Step 6. Focus
Focus on the feedback of your customers no matter how many you have. Take a very close look at the behaviour of your clients.
Step 7. Examine details
If it’s a B2B strategy, ask yourself the following questions to create a perfect client’s profile:
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Is their team big?
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What troubles do they have to face?
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What is their main technology?
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What are their main goals (for the next several months/ for a year)?
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How do they deal with challenges?
If it’s solely about your customers, answers to the following questions may come in handy:
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How do your customers benefit from you?
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Can you solve your customers’ problems?
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Do you realise the main pain points?
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What makes your company stand out?
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Do your short and long-term goals match with the desires of your customers?
Step 8. Know your industry
You should be aware of the businesses vying for your customers' attention as well as how they view your brand. This should help you identify the kind of client you want to draw in and keep.
You can copy your competitor's effective strategies for presenting and informing customers about an innovative feature or product if you are aware of the marketing tactics that your target audience currently finds effective.
Step 9. Create personas
A client’s profile should consist of the following basic points:
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Title;
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Age;
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Education;
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Job;
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Income;
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Why he needs your product;
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How you can reach him in social media;
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What your mutual responsibilities are;
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How clients help you deal with making decisions.
Step 10. Analyse
Gather the external elements, qualify the contextual information, and gain a thorough grasp of how your company offers value to each client type as you construct your customer profile. Proper analytics is the right way to ideal customer profiles.
Remember, that there’s no need to start from scratch. There are customer profile templates that can be created personally for you.
