Tools: Know Your Customer (Part 3)

In last 2 articles, why it's important to know ‘who your customers are’ and then we covered ‘what information do we need to collect about our customers’ 

In this final part of KYC, we will learn how to collect data and create ‘Customer Profiles’

Customer Profile or Segmentaion

In simple words categorize customers in to various groups based on their Demographics and Psychographics.

Once you have grouped your customers, then its relatively simple to create personalized communication for each group/segment

Even Though, this is a long, in depth exercise and this article might not do justice.

But I will try my best to atleast offer some direction.

Let the fun begin:

What data do we need to collect for Customer Profiling?

1. Demographics (Age, Gender, Income, Education)
2. Psychographics (Lifestyle, personality characteristics, activities and interests)
3. Job to be done Or Use Case

Now, you know what you need to find out, it's time to get the hands dirty and jump in to the most fun part ‘Execution’

1- How to find Demographics of Customers?

There are so many tools out there.

I personally found Google Analytics to be useful and its the common one as well.

Mixpanel can help too, and I like it.

2- How to find Psychographics of Customers?

Google Analytics

However, figuring out our users lifestyle their beliefs, preferences, political views is not as easy as figuring out their geographical data Country, City, Age etc.

I’d also recommend to explore tools like Full Contact

3- Job to be Done

What does user want or what product or solution is looking for?

Sometime, its hard to find, usually one can check user behavior and see what web pages he is visited, where he clicks etc.

Analyzing user behavior is one of figuring our what user is looking for?

If you are just starting on KYC journey, I prefect simple to the point surveys

Send email, use google forms or implement tools like Hotjar on your website and simply ask user what he/she is looking for. (Its sound so simple and sometime simplicity does the trick)

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Faisal Khushnood

Happy to discuss or help out with anything related to:

• Customer Retention 
• Email Marketing
• Customer Success
• Customer Acquisition
• User Onboarding
• User Engagement
• Referral Marketing

Faisal.khushnood11@gmail.com