CUSTOM

ER
Prepared by:
JOFIE C. OGARIO BSED MATH II
Customer

 are the core of every business.

 are the real bosses of any company.
 are the essential component of every business because they are
the ones who uses and judges the quality of those products
and/or services.
 Things that customers look for when buying an offering:

 Price  Convenience

 Experience
 Reliability
 Design
 Compatibility
 Functionality
 5 Types of Customers:

01 02 03 04 05

Potential Pandoy
(Potential customer) Impulsive Icoy Loyal Lando
(Impulsive customer) (Loyal customer)

New Netnot
Discount Daboy
(New customer)
(Discount customer)
0
1
Potential Pandoy (Potential customer)

Pandoy cannot be considered a customer yet.

However, he needs a little bit of convincing
and assistance to hopefully change into
quickly making him a paying customer.
0
2
New Netnot (New customer)
- New Netnot is the fresh customer who has just bought
something for the first time from a business.
- “first impression is the last impression”.
- Establishing a customer relationship would help in
converting Netnot into a loyal customer.
3
Impulsive Icoy (Impulsive customer)
- a customer that makes instant buying decision based on craving or
whim provided that the conditions are right and is highly
influenced by his current mood when shopping and does not need
much convincing to buy.
- entrepreneur should give a quick and short response or else his
impulse will drop because Icoy always wants fast and brief help for
all the useful products available at that point t of time.
- Although, when treated properly, Icoy could provide high
percentage of sales for the company.
4
Discount Daboy (Discount customer)
- is a customer who never buys a product and/or avail of service on
full price but only on a discounted rate.

- hard to retain because they never shop for anything off-sale.

- has the biggest slice of the pie in the total customers of any
business.

- the least loyal among customers.

5
Loyal Lando (Loyal customer)
- a satisfied customer that keeps coming back to one’s
store for more purchase.
- a customer like him can help an entrepreneur grow his
business using word of mouth.
- the segment of Lando is just 20% of the total customers,
but it is responsible for the most part of the company’s
profit.
Target Customer Group

A target market is a group of possible

consumers or organizational buyers to whom a
company wants to sell its products and/or
services.
There are some approaches in exactly describing the perfect customer,
namely:

 Consumer or business
- product and/or service may be intended for a business- to-business
(B2B) or business-to-consumer (B2C) market.
 Geographic
- this is defining the target market according to the place where
possible customers live or work, take vacation or do business.
There are some approaches in exactly describing the perfect customer,
namely:

 Demographic
- the target market here is describing by means of age, gender,
income level, educational background, marital status, and other
areas of an individual customer’s life.
 Psychographic
- characteristics are based on the intrinsic traits of a customer such
as personality, lifestyle, social status, AIO (activities, interests,
opinions) and attitudes.
There are some approaches in exactly describing the perfect customer,
namely:
 Generation
- A lot of businesses these days define their target market based on
which generation they were born in, namely Baby Boomers, Gen
X, Millennials and even Centennials.
 Cohort
- Some companies look for their target market using cohorts. A
cohort is a group of subjects who share a significant characteristic
or typically subjects who experienced a common event in a
selected time period, such as birth or graduation.
There are some approaches in exactly describing the perfect customer,
namely:

 Life stage
- Other businesses use the stage of life for target marketing whether
its infancy, childhood, adolescent, adulthood, or old age.
 Behavioral
- another way of finding the target market is based on customer loyalty,
occasion-based, consumer usage and others.
 Customer Personas

- The list of the user persona clarifies who

the target users are. Knowing the target users will
help influence the features and design elements the
entrepreneur chooses, making his product and/or
service more useful.

User Persona

- A user persona is a short fictional profile of an ideal

user or customer. This user persona includes a fictional
name and photo, important demographics, user needs and
desires, goals, motivations, activities, pain points, and
quotes.
 Steps in creating Users Persona:

STEP 1 STEP 2 STEP 3 STEP 4

H DP EG S

Header Demographic Profile End Goal(s) Scenario

Steps in creating Users Persona:

Step 1: Create a Header

The header consists of a fictitious name,

a picture and a quote which sums up what is the
most important to the persona that is related to the
product and/or service offering.
Steps in creating Users Persona:
Step 2: Include A Demographic Profile

Although the name and picture are fictitious, the

demographic profiles of the users are based on facts and
user research. These profiles include;

 Personal background
 Professional background
 User environment
 Psychographics
Steps in creating Users Persona:

Step 3: Include End Goal(s)

The end goal is the encouraging

factor that stimulates action. It defines the
things the persona wants or needs that have
to be fulfilled.
Steps in creating Users Persona:

Step 4: Include a Scenario

An everyday life scenario is a

story that describes the interaction of the
user to a product and/or service in a
particular situation to reach his end
goal/s.
Customer Journey Map

 a most popular and favorite tool for imagining the customer’s

experience/s.
 a representation of a typical customer’s experience over time instead
of a snapshot.
 is basically a story intended to give awareness of the customer’s
complex buying trip.
Example
:
 Key Components of a Journey Map:

1 5

2 4
Actor Opportunities

Scenario and Expectations 3 Actions, Mindsets, and Emotions

Journey Phases
ACTOR
The actor is the viewpoint of
the journey who is actually the persona
or user.

1
SCENARIO AND
EXPECTATION
The scenario is simply the situation which the
journey map talks about in relation to the actor's goals,
needs and expectations. When the product is still in the
development stage, scenarios could be those that are
projected. However, for existing products and services,
scenarios should be what are real.

2
JOURNEY PHASES
The various high-level stages in the journey
of an actor.
 An ecommerce scenario

 A huge or expensive purchases

 A business-to-business (B2B) scenario

3
Actions, Mindsets, and Emotions
These include behaviors, thoughts, and feelings the actor has during
the journey and that are drawn within each of the journey phases.

a. Actions - the concrete behaviors and steps engaged by users.

b. Mindsets – These correspond to the thoughts, questions, motivations,

and information of the actor at various steps in the journey.

c. Emotions - They are drawn as distinct line across the journey phases.
Indicates the emotional “ups” and “downs” of the experience.

4
OPPORTUNITIES
Opportunities are insights that are obtained from mapping. Can
be used to identify the ways of optimizing the actor's experience. Useful
in getting knowledge from the journey map in terms of:
a. needs to be completed with this knowledge,

b. owner of respective change,

c. the biggest opportunities,

d. Ways of measuring improvements as they are implemented.

5
 Importance of a Customer Journey Map

1. Refocus a company with an incoming perspective with inbound

marketing an entrepreneur may discover his customers

2. Form a new target customer base.

3. Form a customer-focused mindset all over

the company.
 03
JUPITER
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