Customer Profiles

Author: Soranno, Valerie - Discount Store News Title: Customer profiles are key to loyalty, February 8, 1999 The author makes a very good point in that understanding the drivers behind customer loyalty can be an important step in increasing earnings and profits. I agree in the fact that you need to sell products that your customers value and need in order to be successful. Although that concept seems simplistic, companies still try to market products that it …

…customer in one country is not going to have the same needs and wants as someone in another country. Therefore, you need clear, specific profiles that can target different segments of the market. These profiles can be used to paint a vision of the kind of business you'd like to have and how you'd like to serve your chosen clientele. Once you do this, you may identify your most profitable customers and gain their loyalty.