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Customer Profiling: Why is it important?

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Customer profiling outlines the type of customers likely to purchase your product, what they want and why, features and benefits that matter most, and messaging that will help them find you in the first place. It enables highly targeted marketing and is an essential analysis tool. It allows you to concentrate on ‘real’ potential customers, saving you time and money.

Publicado en: PYMES y liderazgo
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Customer Profiling: Why is it important?

  1. 1. Why is it important?
  2. 2. Who is your ideal customer? If you don’t build customer profiles, your strategy will be hit and miss and you won’t be getting a strong return on investment for your marketing efforts. You'll also be giving your competition a real competitive edge, because this is what savvy companies are doing. READ FULL ARTICLE HERE
  3. 3. Knowing your customer BASIC MORE... Age: 28 Gender: F Contact: 02 4558 4787 Purchasing History: Skinny Latte Incomes: $100,000 Professions: Business Analyst Education: Bachelor Degree in Business Marital Status: Married Number of children: One Interest: Coffee, Fitness, Healthy Food
  4. 4. Deliver the precise solutions to meet your customers’ needs READ FULL ARTICLE HERE
  5. 5. Knowing a customer in this depth allows you to deliver the precise solutions to meet your customers’ needs. It enables you to offer products at the right locations, at the right price, and deliver the right features and support to create positive buying experiences.
  6. 6. Aim for exceptional customer experiences Research your customers and find out as much about them as possible. What problems and desires led them to consider your product? Why did they choose your product over your competitors? Use whatever communication types you can – interviews, surveys, chatting at events or in their workplace. READ FULL ARTICLE HERE
  7. 7. Segment your findings You may find that there are a number of different types of customer and you’ll need to segment your findings. Don’t just rely on direct feedback; take note of the language they use, their mannerisms etc. READ FULL ARTICLE HERE
  8. 8. Benchmark Your cafe Serves in 3 minsServes in 5 mins Other cafe Now, do some research around your competitors and determine the edge you have over them and their edge over you. Are you better? Faster? Cheaper? READ FULL ARTICLE HERE
  9. 9. COMPLETE YOUR “CUSTOMER” ASSESSEMENT IN MINUTES! HOW MUCH DO YOU KNOW ABOUT YOUR CUSTOMERS? The next evolution in business assessment tools. Offering an end to end view, this tool will shape your business for success. GET STARTED NOW - IT’S FREE!
  10. 10. Create a story about this person Morning exercise Afternoon meeting Datenight Give them a name and anecdotal details about what their day looks like. Imagining them as a person makes it easier when you’re creating content because you know who you are creating it for. READ FULL ARTICLE HERE
  11. 11. Average lifetime value of each customer For example, if you run a café the average customer isn’t simply a $3 cup of coffee. If that customer likes your coffee and buys it on their way to work every day, they could be worth $1,500 or more. This will help you decide how much you can spend to acquire a new customer. $3 $1,500
  12. 12. Equipping your business to succeed Now you’re ready for the next steps. Create some messages that address customer concerns and are motivational. If you’re not the cheapest service in town but you’re certainly the fastest, and your customer segment values delivery speed above price, that’s what you’re going to promote. Take into account the spend required to acquire a customer and get the desired profit. READ FULL ARTICLE HERE
  13. 13. Best way to deliver your messages Deciding the best way to deliver your messages is a combination of budget, communicating the right message and reaching your target audience, given what you know about their daily habits and where they spend their time.
  14. 14. Measure your marketing results It’s essential to measure your marketing results. Accurately track spend and measure where new business comes from. Take the costs and divide this by the amount of new customers - this is your cost per acquisition. READ FULL ARTICLE HERE
  15. 15. Successful marketing campaignIf your coffee tastes better than the competition, consider this. If it costs you $100 to put coffee samples onto the street and five new regulars come into the café, it has cost you $20 to acquire each new customer. If this number is below your average lifetime customer value then you’ve run a successful marketing campaign. If not, try and gather feedback and refine your efforts.
  16. 16. COMPLETE YOUR BUSINESS HEALTH CHECK IN MINUTES! MOVE YOUR BUSINESS FORWARD The next evolution in business assessment tools. Offering an end to end view, this tool will shape your business for success. Watch video GET STARTED NOW - IT’S FREE!