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Customer Profile | 5 min read

5 Stats to Remember When Creating a Customer Profile Template

28 July 2017 Written by Alexander Costello

By marketing with a clear direction using customer profile templates, you’ll come to see that lead generation is built on the certainty of data and research. Getting to grips with your target audience profiles will guarantee success for now, and the future.

All customer profiles need to be backed by data and depict a representation of your audience. With data, research and a clear idea of who you’re marketing to, you can position your service in front of those most likely to engage; your clients. May you not forget the details - it's vital that you leave no stone unturned.

Here are five essential factors to remember when creating a customer profile template:

1. Transparency is Vital

Only 17% say their company has fully integrated their customer data across all areas of the organisation.

Transparency across your organisation is invaluable. It encourages communication, improves the quality of work produced and builds trust between colleagues.

The notion that less than one out of 5 think their company share important customer data across all areas of their organisation is a staggering figure. The majority of that organisation are being left in the dark and are not being given the chance to contribute.

When you’re working on customer profile templates, be sure to make customer data accessible to those working on the project. It informs your approach and gives you considerable insight into the motivations of your target audience.

As the saying goes, when it comes to your customer, sharing is caring.

2. Be Customer Centric

Only 23% of businesses have a customer centric organisational structure, as opposed to a channel or product centric.

Customer-centric organisations build and maintain better relationships with their audience: it’s an effective way to do business and it’s stood the test of time. Imagine the number of satisfied customers there would be if more businesses joined that 23% - not to mention successful businesses, too!

The totality of the customer-centric approach is the advantage here. Businesses that embrace the client completely are more likely create the most productive profiles, rather than those that focus entirely on their products or services. Every decision made has the client’s interests at heart. With an approach like this, your hard work will pay off in the end.

To summarise: ensure that your business operates with a customer-centric approach - the people who monitor your lead generation will thank you!

3. Personalise your Content

74% of customers feel frustrated when website content is not personalised.

Numbers like that don’t lie. What’s more, customer profile templates play a huge part in this. As a result of solid, well-researched audience profiles, your content will be ever-relevant, timely and exactly what your audience is looking for.

Your customers deserve better than one-size-fits-all content - conduct a little research into your leads and ensure your content is personalised.

There are numerous ways you can do this. For example, you can tailor content to whatever device your leads use. With mobile use so widespread, you’ll want to maximise your chances of conversion by creating content that performs smoothly on mobile. Remember that:

57% of users say they won’t recommend a business with a poorly designed mobile site

That’s over half! Ensure your content runs smoothly on mobile and your customers will pass on their good experience with your site

4. Think about the Customer Journey

Customer journey analysis is now the most valuable CRO method, with A/B testing dropping to second.

When you’re creating your customer profile template, think of its contents in terms of their experience with your firm and the customer journey as a whole. This thinking allows you to create content that is optimised for certain stages of the buyer journey.

In other words, content at the right time, for the right lead.

Keeping the bigger picture in mind, your vision for your profiles will be much more informed, sales-focused and driven for success.

5. Conduct Interviews

70% of companies who missed revenue and lead goals did not conduct qualitative persona interviews.

Lesson: conduct qualitative persona interviews! One-on-one persona interviews are an invaluable way of informing your strategy going forward. They give you clear insight into your profiles’ behaviour, habits and traits, which you can then work into profile creation.

Along with the likes of surveys and other sophisticated data collection, persona interviews are a great example of actionable, real-life feedback. Use it!

There are so many questions you could ask that will bring you closer to your audience and help you solve their issues. Here’s just one of them:

“What are your biggest challenges?”

A nice, overarching question with which you can go into detail and seek out your customer’s pain points and day-to-day struggles. Understanding your customer’s problems helps you to empathise with them - we wrote a little something on customer empathy, which you can read here.


The above stats all have one thing in common: they stress the importance of keeping the customer’s best interests indistinguishable from your company ethos. If your business operates with the customer in mind, it’s far likelier that a positive relationship between the two will emerge.

You’ll build trust, for which you’ll be rewarded with returning customers.

To summarise: information is power, wield it to your advantage! Your Customer Profile Template will benefit with accurate, developed representations of your target audience which you and your organisation can then refer to.

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