SEED Enterprise Toolkit Tool Customer Analysis Arvest WenCustomer Analysis Before diving deeper into developing a business idea, there's no way around knawirg your potential customers inside aut Go back to tis tool a8 you gain new information about custome. I's aso a goad idea to use itwhen you plan on adding @ new customer group. The Target Moret Analysis complaments this too. Customers standin the carre of any successful business. Even the best idea is worthless if no one buys the product or service. Most nterprises serve diferent groups of customers (customer segments) that share Certain characteristics. Identifying the ferent segments inthe frst step helps you to learn more aboul each of them. Onoe you nave stepped into your customers’ shoes, you can target your product oF somlce and tharketing aces better ‘St dawn with your team fo thnk about what characterises saparata your potential customers ila groups. Once you have Mente the custome: Segments, ste to go Out and speak with your potential customers To gan a better understanding of her need, TEP sTep2 Ne an? °. Tent Understand customer Your segments Customer % OG, Getto know potential customer segments for your product or ‘service with regard to demographic, psychographic and behaviourist characteristics Key outcomes Make sure the whole team understands who the potenti customer is ‘Set the basis to build customer-centric business mode! Create products people needcustor segments, Your customers may rat be a homogenous group. If this isthe case, you should ten divide your customers inlo smaller groups with similar Reeds and demands in order to enhance communication wih potent land existing customers. This process is ealed ‘identying customer Segments" The characteristics identified ean sorve as an indcator for thereeds and demands of your customer, Customers can be roughly segmented withthe following characteristics Eon ane * Gender + Atitudes aa + Belets Ethnicity + Valves + Region + Family stage * Location + Lilecyee stage * Ecucation * Hoobies + Occupation Interests * Income + Liestye * Martal status + Buying frequency and volume + Specia buying occasions * Loyalty © Most valued produciservice feature (price, quality, ‘canvenience) + Preferred dstiouton channel MARKETING: Customer Analysis 104 ‘These and sniler questions wil hep yout dent the factors that mark the dffernces among your customers: > What il infuence te preferences of potenti! customers towards your product or service’? > Willinavidval buyers have diferent expectations and needs trom small stores? Whe about goverment stitutions, NGOs or businesses? > Will paopein rural areas have ctferent expectations and needs ‘tom urban elizens? What about people in ity X and Clty ¥?, > Wil peope whe have diferent knowledge about your product oF service have diferent purchasing and usage pattems? ¥ Customer segments identied ¥ Abity to use your enterprise's resources in 9 focused, eclont + Concentrate your marketing efforts an those who are mest ikely to ‘peed your product and wo are wiling and abl to Buy i ¥ Enhance communication wilh potential and existing customersMARKETING: Customer Anaiysis 105 Reta ec laeeseee) Sry Perey een yy Behavioralistic Characteristics Ren Rey Females cook & BUY pica Shop on street markets, buy AcHouseholés stoves, rural very iow Preis. vory important, “ony hats needed, cook income weal oy oe traditional dishes 2 Located in rural Value durability, good Cook all day and in large B. Restaurants: centres and along handling and health & quantities, can use larger main roads safety sizes Located in rural jay COOK in large quantities, ©. Schools 3 atedin Value price and durability need large sizesMARKETING: Customer Anaiyeis 108 ReMiaee i mcd Sry Peery Bre Ere Cres cue a Rec cuntice) CharacteristicsEGE nerstana Your customers ut ofthe customer segments you identified in Step 1, select the ones {hat appear most important fr you, for example because of ther size because they are mast likely to buy your pout or because they are ‘the easiest ones foryou to each, For each of your key customer segment, complete the WORKSHEET Your Empathy Mop. We provided up to troe Empathy Maps, but you ‘donot have to complete them al. ‘The Empathy Maps ask you to step Into your customers’ shoes: What ‘does halshe tink, say, gee, do, fel, ang hear? You can answer the ‘questions best by speaking with your potential customers. Only ten youl know how your enterprise Can ull tho naeds; and design Produclservce people are wiling and abe to pay for. O'scussins with ‘your team and internet research, et. can help 2s wo. Its easier to answer the questions if you imagine one person or ‘exganisaton that stands for each segment. Wite the name and age of {hat representative person or organisation inthe midale ofthe Empathy ‘Map, inaction tothe ile ofthe eustomar segment. ‘You wil find ralovant kay questions fr your EMPATHY MAP after your customer segments worksheet. Empathy Maps for your customer sogments devoloped ¥ Understanding of your customers developedMARKETING: Customer Anaiyeis 108 iru Rim cig PEEED> etvere ey questions tor your Empathy Map | @ > What does she/he think? + What matters most to her/him? What moves her/him? What are her/his dreams? Which may be her/his worries? >» What does she/he say? + What does she/he tell others? What is his/her attitude? Does she/he influence others? > What does she/he see? + What kind of products/services does your customer see in the market? What attempt is being made to influence herihim? > What does she/he do? + What is she/he constantly trying to improve? What activities does she/he cherish doing? How does she/he spend their time? > How does she/he feel? + What does shethe experience in relation to your product or service domain? This experience can be negative or positive, > How does she/he hear? + What do friends say? What do her/his influencers say? What media channels influence her/his opinions on products and services?Your Empathy Map 1 ereieena What does shee feel? MARKETING: Customer Analysis 108 (errr seeYour Empathy Map 2 ereieena What does shee feel? MARKETING: Customer Analysis 110 (errr seeYour Empathy Map 3 ereieena What does shee feel? MARKETING: Customer Anaiyeis 111 (errr see