Discover how to create the perfect customer profile with the help of reputable data analysis companies.

1. HOW TO CREATE THE PERFECT
CUSTOMER PROFILE
Boost your marketing strategy with pitch-perfect customer profiles.

2. www.marketscan.co.uk
WHY BOTHER WITH
CUSTOMER PROFILES?
Creating customer profiles - or personas - of your potential customers can
offer invaluable insights into:
How and who to target your marketing campaigns at.
What ‘voice’ and design elements you should deploy
to engage with each persona.
What problems your potential customers face on a
day-to-day basis that your product/service can help
solve, and more.
And the key to unlocking the true identity of these personas?
Your existing database.

3. www.marketscan.co.uk
GO DIRECT TO THE SOURCE...
… by analysing your
existing database.
Create segmented lists
featuring existing, lapsed
and potential customers.

4. www.marketscan.co.uk
… from the existing customer list, you
can determine what type of customer
(their job title, market sector, business
size, etc.) will be most attracted to
your products/services. Via such
research, you can then uncover
common themes that can be used to
draw up your basic personas list.
GO DIRECT TO THE SOURCE...

5. www.marketscan.co.uk
GO DIRECT TO THE SOURCE...
… just as importantly, trends revealed
in your lapsed customer list could
show which customer types are not
engaging with you; you can either
choose to remove them – or better
still, unearth why your messaging isn’t
working for them and help you refocus
your marketing strategy accordingly.

6. www.marketscan.co.uk
FOCUS ON YOUR DATA – AND
NOT WHAT YOU AND YOUR TEAM
THINK ARE THE RIGHT PERSONAS.
YOUR CUSTOMER PROFILES MUST
BE BACKED UP BY REAL-
WORLD DATA – NOT JUST
GUT INSTINCT.

7. www.marketscan.co.uk
HIRE A DATA PROVIDER
Bring in a fresh pair of critical eyes by employing a data provider to analyse your existing database:
Data cleansing companies will strip out bad data.
Update and flesh out existing entries and
suggest new leads from their own
extensive data lists.
Spot potential customer profiles
based on your past performance
plus identify emerging persona
trends that can be exploited by your
campaign.
Take you through the process if you are
not fully versed in database management.

8. www.marketscan.co.uk
Hone down your persona list by fleshing them out with more pertinent information:
INTERVIEWS
Identify three existing recent customers who best
reflect a particular persona. Interview them (ideally
face-to-face) over 10-15 minutes about their
business pains, how your product/service helped
them, if anyone else was involved in the
purchasing process and more – head here
for more examples of suitable questions.

9. www.marketscan.co.uk
CONTACT LAPSED CUSTOMERS – FIND OUT
WHAT TURNED THEM OFF ABOUT YOUR
PRODUCT/SERVICE; WAS IT THE PRODUCT OR
YOUR MARKETING CAMPAIGN? THE VIEWS
OF LAPSED OR DISENGAGED CUSTOMERS
COULD PROVE TO BE
INVALUABLE.

10. www.marketscan.co.uk
COMPANY
PROFILE
Made up of market sector, job role
and business size.
With all the information accrued, it’s time to pull together the finalised persona.
Major elements should include:
PERSONA
PICTURE
(an illustration/photo of your
imagined persona) This puts a
human face to the persona, not
just a name.
VALUES/
GOALS
What matters to them in the
workplace; what are they looking
for, what do they need, what
motivates and challenges them.
AND MORE… Take a look at this list of 9 things you need to know about your customers.

11. www.marketscan.co.uk
SOME COMPANIES GO AS FAR
AS CREATING ACTUAL LIFE-SIZE
CUTOUTS OF THEIR PERSONAS
TO DRIVE HOME THAT THEIR
CUSTOMERS ARE HUMAN, NOT
JUST MARKETING TARGETS...

12. www.marketscan.co.uk
Creating personas offers invaluable insights into the mindsets of potential customers.
They allow you to create targeted campaigns that will appeal to each persona, talking
to them in their own language and appealing to their specific needs and wants.
A data provider (including data cleansing companies) are a proven ally, able to offer
expert advice and a fresh pair of eyes to drill down into your database.
REMEMBER:

13. www.marketscan.co.uk
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TO GET TO KNOW YOUR
CUSTOMERS EVEN BETTER:
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INSIDE OUT
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