Customer Profiling

I once had a client that was rolling out their next generation behavioral targeting enterprise solution to their market and we needed to understand how the different market segments were going to use it… so we created customer profiles.

We divided their customers into three categories: Those who used their solution strategically; those who used their solution tactically; and those who passively just sat back and enjoyed the ROI the solution provided without changing a thing.

What did it mean to categorize the customers this way? Well, it affected how we solicited feedback from the customers,  how we designed the solution (to accommodate the various uses), how we tested our designs, how we supported the customers, and more.

Can you imagine how much better these customers’ experience was with this company and its product and services?