Creating customer profiles gives brands a deep understanding of customers’ needs and results in more successful marketing strategies. Here are the steps to get started.
To create consistently excellent CX, organizations must understand their customers and what their preferences are at any stage in their journeys. Trust and brand loyalty depend on this.
It takes time to build this level of knowledge about customers, because CX teams discover individual preferences and unique needs as the relationship deepens. Yet, none of this is possible without a solid starting point that triggers a connection between an existing or new customer and the brand to spur the desired action. This is the role of the customer profile.
Think of the customer profile as the embodiment of the ideal customer, gleaned through analysis of a company’s own customer data and market knowledge. A customer profile — sometimes referred to as a buyer persona — accounts for factors like demographics, buying behavior, lifestyle characteristics, goals, values, pain points and challenges. Importantly, various functional roles should benefit from the customer profile, including but not limited to CX and marketing.
Without a well-defined customer profile, teams may struggle to create and send marketing campaigns, product promotions, sales incentives and other customer outreach. Whether consumers or businesses, buyers are getting savvier by the day. To grab and maintain their attention, outreach must reflect who they are and what they need.
B2B vs. B2C customer profiles
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