Topic 1 Gathering and analysing customer data to build comprehensive customer profiles

What is a customer profile?

A customer profile encompasses all the important information and data you’ve collected about a customer, including their significant interactions with your brand. This includes both practical and experiential data, such as:

  • Basic demographic details like age, location, occupation, income, etc.
  • Psychographic information, such as values, interests, attitudes, and personality traits
  • Preferences and intentions regarding purchases (goals, motivations)
  • Challenges or issues they may face
  • How they typically make purchases and their buying habits
  • How often they engage with your brand
  • The overall value they bring as a customer
  • Their preferred communication channels

A customer profile essentially provides a comprehensive picture of a customer to better understand and engage with them.

A customer profile essentially provides a comprehensive picture of a customer to better understand and engage with them.

How to create a customer profile

Building customer profiles involves more than just basic demographic data; it requires deeper insights for effective profiling. Here’s how to do it:

  • Collect feedback directly from your customers through surveys, post-interaction surveys, and conversational analytics to understand their journeys and emotions.
  • Utilise market research methods like in-person interviews and focus groups to gain insights from your customers.
  • Go beyond demographics and focus on customer data related to their experiences.
  • Extract insights from unstructured data sources like social media posts, reviews, and customer support conversations using tools like natural language understanding (NLU).
  • Analyse indirect signals, such as customer effort and pain points, to gain a deeper understanding.
  • Incorporate operational data to enhance profiles.
  • Consider using Customer Data Platforms (CDPs) to manage customer data.
  • Utilise specialised tools like Qualtrics Experience iD, which consolidates all experience data, from feedback to unstructured signals, into a unified system.
  • This technology helps create dynamic customer profiles that enable effective segmentation and targeting.

By combining direct and indirect feedback with the right technology, you can build comprehensive and actionable customer profiles to enhance customer engagement and satisfaction.