Republic of the Philippines

NUEVA ECIJA UNIVERSITY OF SCIENCE AND

Cabanatuan City, Nueva Ecija, Philippines
ISO 9001:2015 CERTIFIED

SAN ISIDRO CAMPUS

UNIT IV. SERVICE SUCCESS AND FAILURE

(Profile your Potential Customers)

A Final term Requirement

for Services Marketing (Elective 13)

Viñas Juan, Josephine Rhei N.

BSBA MM 4A

Transforming Communities through Science and Technology

 Republic of the Philippines
NUEVA ECIJA UNIVERSITY OF SCIENCE AND
Cabanatuan City, Nueva Ecija, Philippines
ISO 9001:2015 CERTIFIED

SAN ISIDRO CAMPUS

Overview of the Topic

The study focuses on the profile of the potential customer that a business is
targeting. In this topic can reveal the how to identify the buying patterns, how they buy,
where they buy and what they buy.
Learning Objectives

At the end of the discussion, we aim to:

 Discuss how to profile your potential customers, and; 
 Define the importance of profile your potential customers.

Lesson Proper

Profile your potential customers Use your market research to develop a profile of the
customers you are targeting and identify their needs.

Researching customers

Successful businesses make profits by understanding their customers and

identifying their needs. Good customer research helps you choose products,
tailor your marketing, and develop sales tactics for the people in your market
based on reliable, accurate information.

Customer research should be part of your overall market research and should be
conducted regularly. While your market research looks broadly at your customers,
competition and industry to identify who you will market to, customer research
provides more in-depth information on the needs, wants, expectations and
behaviors of your customers.

By identifying information about your consumers such as where they work, what
they read and where they look at advertising, you can improve the strategies you
use to attract them. It is also important to understand their purchasing behavior
and attitudes with regards to brands and products. Testing new product or
marketing concepts with potential customers is also a good way to prepare for a
launch to see if your work has potential to translate to success.

Identifying your customers' needs and preferences allows you to tailor the
strategies and tactics you use in your marketing plan. This will help you to:

 attract more customers

Transforming Communities through Science and Technology

 Republic of the Philippines
NUEVA ECIJA UNIVERSITY OF SCIENCE AND
Cabanatuan City, Nueva Ecija, Philippines
ISO 9001:2015 CERTIFIED

SAN ISIDRO CAMPUS

 set the best price for your products

 create the right marketing message
 increase how much your customers spend
 increase how often your customers spend
 increase your sales
 decrease your costs
 refine your approach to customer service.

This guide explains how you can grow your business by identifying customer
needs and preferences.

The profile will reveal their buying patterns, including how they buy, where they buy
and what they buy. Again, regularly review trends so you don't miss out on new
opportunities or become irrelevant with your marketing message.

Trend analysis for business improvement

Trend analysis is the process of comparing business data over time to identify
any consistent results or trends. You can then develop a strategy to respond to
these trends in line with your business goals.

Trend analysis helps you understand how your business has performed and
predict where current business operations and practices will take you. Done well,
it will give you ideas about how you might change things to move your business
in the right direction.

You can use trend analysis to help improve your business by:

 identifying areas where your business is performing well so you can

duplicate success
 identifying areas where your business is underperforming
 providing evidence to inform your decision making.

This guide explains how you can use historical data to analyse trends and improve your
business.

While you try to find new customers, make sure your marketing strategy also allows
you to maintain relationships with your existing customers.

Transforming Communities through Science and Technology

 Republic of the Philippines
NUEVA ECIJA UNIVERSITY OF SCIENCE AND
Cabanatuan City, Nueva Ecija, Philippines
ISO 9001:2015 CERTIFIED

SAN ISIDRO CAMPUS

Finding new customers

The search for new customers drives most businesses. Today's customers change their
product and service providers regularly, so businesses need to work hard to replace lost
customers and keep building their customer base.

Many small businesses struggle to find new customers. Conventional approaches to

finding customers—such as making 'cold calls' and sales presentations—can be difficult
and confronting for small business owners who lack sales and marketing experience.
However, there are a variety of other ways that you can find new customers, and with
careful planning you can improve your chances of success.

It's important that your work to find new customers doesn't stop you from delivering a
high level of service to your existing customers. Satisfied customers who enjoy good
customer service bring repeat business and contribute a large percentage of your sales.
They can also refer other buyers to your business.

This guide describes effective techniques to help you to find new customers, generate
new sales and renew sales to lapsed or lost customers.

Summary

Use your market research to develop a profile of the customers you are targeting
and identify their needs. The profile will reveal their buying patterns, including how they
buy, where they buy and what they buy. Again, regularly review trends so you don't miss
out on new opportunities or become irrelevant with your marketing message. While you
try to find new customers, make sure your marketing strategy also allows you to
maintain relationships with your existing customers.

Transforming Communities through Science and Technology

 Republic of the Philippines
NUEVA ECIJA UNIVERSITY OF SCIENCE AND
Cabanatuan City, Nueva Ecija, Philippines
ISO 9001:2015 CERTIFIED

SAN ISIDRO CAMPUS

Activity

Name: Score:
Course/Year/Section: Date:

True or False.
Direction: Write TRUE if the statement is True and FALSE if the statement is False.

_________ 1. There are 3 trend analysis that can help improve your business by:
identifying areas where your business is performing well so you can duplicate
success, identifying areas where your business is underperforming, and providing
evidence to inform your decision making.

_________ 2. Customer research helps you understand how your business has
performed and predict where current business operations and practices will take
you.

_________ 3. By identifying information about your consumers such as where they

work, what they read and where they look at advertising, you can improve the
strategies you use to attract them.

_________ 4. Many small businesses find it easy to find new customers especially
when offering services.

_________ 5. You won’t develop a strategy that easily responds to these trends in
line with your business goals.

_________ 6. Satisfied customers who enjoy good customer service bring repeat
business and contribute a large percentage of your sales. They can also refer
other buyers to your business.

_________ 7. Identifying your customers' needs and preferences allows you to

tailor the strategies and tactics you use in your marketing plan.

_________ 8. Effective techniques to help you to find new customers, generate

new sales and renew sales to lapsed or lost customers.

_________ 9. Identifying your customers' needs and preferences allows you to

tailor the strategies and tactics you use in your marketing plan. In which can help

Transforming Communities through Science and Technology

 Republic of the Philippines
NUEVA ECIJA UNIVERSITY OF SCIENCE AND
Cabanatuan City, Nueva Ecija, Philippines
ISO 9001:2015 CERTIFIED

SAN ISIDRO CAMPUS

you to; attract more customers, set the best price for your products, create the
right marketing message, increase how much your customers spend, increase
how often your customers spend, increase your sales, decrease your costs, and
refine your approach to customer service.
________ 10. Good customer research helps you choose products, tailor your
marketing, and develop sales tactics for the people in your market based on
reliable, accurate information

Answer Key

True or False
1. TRUE
2. FALSE
3. TRUE
4. FALSE
5. FALSE
6. TRUE
7. TRUE
8. FALSE
9. TRUE
10.TRUE

References

Employment, S. B. and T. (2011a, June 10). Finding new customers.

Www.business.qld.gov.au. https://www.business.qld.gov.au/running-

business/growing-business/new-customers

Employment, S. B. and T. (2011b, June 23). Researching customers.

Www.business.qld.gov.au. https://www.business.qld.gov.au/starting-

business/planning/market-customer-research/researching-customers

Queensland Government. (2018). Trend analysis for business improvement | Business

Transforming Communities through Science and Technology

 Republic of the Philippines
NUEVA ECIJA UNIVERSITY OF SCIENCE AND
Cabanatuan City, Nueva Ecija, Philippines
ISO 9001:2015 CERTIFIED

SAN ISIDRO CAMPUS

Queensland. Qld.gov.au. https://www.business.qld.gov.au/running-

business/growing-business/trend-analysis

Transforming Communities through Science and Technology