Who Do You Work With? Your Customer Profile
With any business, it's important to understand your customer profile. This will help serve your current customers better, but also attract and convert more of that type of person into your business.
We first published this article back in April 2016 sharing our very own customer profile and wanted to give an update to reflect who are customer is now to help inspire other business to complete this activity.
Before we share our updated profile, let's talk firstly about what a customer profile is.
What is a Customer Profile?
A customer profile combines demographic, geographic and psychographic characteristics of your purchasing group.
The list can be quite exhausting of what you can capture, but here are some items that you may wish to look at when defining your customer profile:
- Gender
- Marital Status
- Income
- Job
- Hobbies
- Age
- Customer Industry
- Customer Location
- Buying Frequency
- Customer Type
Have you got a customer profile?
Are you capturing this or any data on your customers right now?
By capturing data, it allows you to better understand your target market, so you can be more effectively marketing and serving them.
Our Customer Profile – Early 2020
We updated our customer profile with some core metrics in early 2020, and also included more details about how clients have worked with us over the last 5 years.
Now, it's not a complete list of everything that is possible or available, but we wanted to share some core facts that will help give a picture to what's possible with this data.
Check out our updated customer profile below:
As you can imagine, as time goes by, your customer can change.
This was the case for us if you look at the original customer profile we created back in 2016.
Our Customer Profile – April 2016
Here is our first customer profile that was produced for Streamline For Success.
Our Customer Profile Analysis
A few changes are evident when we compare our original profile shared in 2016, then the one we have today in 2020.
Here are some of the highlights:
- Our geographical spread remains fairly consistent, with a heavy focus on serving our local Australia market, with a smaller number of clients in other countries such as United States and New Zealand
- Our work with businesses in the Property & Investment Education/Services industry has increased by 22% from 4% to 26%
- Although we still work with a lot of Coaches/Consultants & Speakers, this has noticeably dropped by 23% from 72% to 49% (about the same percentage of the growth in the Property/Investment space)
- Our clients are running more events with now 63% of clients using webinars or in person events to get their message out to more people (an increase of 11% from 2016)
- We also included new metrics of type of clients we work with (although it wasn't measured in April 2016, this has decreased from a very much done for you approach, to now helping more of our clients do it with them or training/resources for them to do it themselves).
If you're going to capture your customer profile at different times, I recommend analysing your results to understand what has changed from one point to the next. Of course, this can lead to bigger questions… such as, are you happy with the change in your customer profile? If not, then what can you do about it?
We first published this article back in April 2016 sharing our very own customer profile and wanted to give an update to reflect who are customer is now to help inspire other business to complete this activity.
Before we share our updated profile, let's talk firstly about what a customer profile is.
Your Customer Profile
Now unless you're going to do something with this data, I don't recommend capturing data for the sake of it! Your time is precious (and so can be your custom fields in your system!), so only do this if you're actually going to use this information, even just to inform decisions.
If you think it's about time you captured some information about your customers, here are some steps to get you started:
- What data do you want to capture?
- What will you use that information for?
- What have you currently got in place?
- What do you need to setup?
- How will you obtain this data (client provide/manual update)?
- What is your first step in setting this up and when are you going to do that?
- How often will you review it?
- Who is responsible for each step above?
Just think how much more targeted you can be with your marketing efforts and serving your customers just by knowing them better.
Try not to take on too much to start, get some basic data being captured in place first and then you can always build on it.
Go forth and conquer, good luck finalising your customer profile!
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