You need to map the customer's path accurately in order to really understand your relationship.

You will definitely have several contact points with your customers, especially if you focus on more specific products. Profiling customer groups is practical in order to understand where the greatest value opportunities are and where there are reserves. Based on this evaluation, start defining how much you can actually afford to invest in the relationship.

Here are some customer profiling variables to get started with.

Life cycle stages

The customer's life cycle is a macro view of their path. It focuses on the most valuable phases of a customer relationship: how you attract new people, how you bring them in, how you cultivate the relationship, and how you ultimately retain the customer.

Calculate how many customers you have at each stage of the life cycle and how many have disappeared or been lost. An effective way to build this profile is RFV (Recency - Frequency - Value) segmentation.

NPS

The Net Promoter Score examines customer satisfaction based on a simple question: "On a scale of 1 to 10, what is the probability that you will recommend ABC to your family and friends?"

Collect and profile NPS levels on the customer's path and understand who your key promoters and critics are. It is a great indicator of weaknesses and moments of truth.

Demography

So you understand the stages of the life cycle and customer satisfaction, now you can start looking for customer profiles in these groups. Demographics include factors such as age, gender, income, and marital status. They will help you get an idea of ​​who you are mapping the customer's path for.

Needs and goals

Your customers' emotional needs and expectations allow you to communicate with them in a much more meaningful way than purely transactional metrics.

Consider the drivers of customer expectations and how they will vary. For example, some customers may be motivated by a sense of progress, while social goals may be more important to others.

Time

How long have you been in a relationship with your customers? Time is an important factor when considering a customer's journey: the journey can be very different for long-term customers (who may have gone through several repurchase cycles or better understand your product) and new customers.

Opt-in

You need to consider which customers you can communicate with and on what basis. GDPR and data protection cannot be underestimated. Your ability to influence the customer relationship will only be possible with your consent.

Connection

Engagement levels should be monitored. The easiest way to achieve this is to look at how many potential contact points available the customer is actually communicating with.

LTV

The lifetime value of the customer will inform you where it is best to invest your marketing budget and for which customers you are designing an experience.

Location

Consider the differences in where consumers live and where they trade. This will affect the competition and the "mission" your customer is on.

Use channels

Channel usage includes:
• Communication channels - preferences and use of devices and media.
• Shopping channels - where customers shop (online, offline) and their repertoire of shopping behavior.

It tracks as many of these variables as possible so you can determine which is most important to your business and marketing goals.

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