Customer Profiles: First Step to Knowing Your Customer
When you are imagining the experience your customer is going to have with your product or service, you draw a map of the product/service. This helps you get a better mental image of the final experience you want them to have. In order to realistically imagine this user journey, you need to go through the process with specific customer profiles in mind.
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What do these customer profiles consist of?
The profiles will reflect different kinds of members of your target audience. Who is going to be using your product/service? Who are you going to be marketing to? These are the people you need to understand.
Here is a list of things you should include in your customer profiles if you are going to understand how your target audience thinks and acts:
- Bio and Demographics
- Goals
- Hopes
- Frustrations
- Fears
- Motivations
- Social Media Channels
- Key Skills
All these characteristics will give you a complete concept of who your potential customer is.
Why does this matter?
Marketing Strategy:
The customer profile matters in marketing because you need to know who your target audience is in order to reach them with the right messages in the right places.
Product Design:
You need to know your customer if you are going to predict how they are going to use your product.
Service Design:
The customer profiles let you understand how different people go through services differently. This is necessary so that you can optimize your services to fit the people who anticipate needing them.
Customer Profile Takeaways
- Imagine the journey of a customer through the lens of that customer’s profile.
- Include characteristics about your potential customer such as goals and frustrations.
- Use this customer profile to improve things like marketing strategy and product/service design.
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