Customer Avatar

“
by definitions:
A customer avatar is a
representation of your ideal
“Think of a Customer customer—the type of person
Avatar is building a you want to purchase your
fictional avatar of products or services.
your ideal customer”
WHY YOU NEED
THIS?
You need to understand to
whom you're trying to sell, the
perfect customer who will
spend big,make repeat
purchases and promote your
business to others.
You may think you
know who that is, but
you don’t.

So, think about it and make

your customer avatar now.

0
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2
 Customer Research

TESTIMONY AMAZON
CALL SURVEYS PANEL
FROM WEB REVIEW

Get summary for each type and conclude it as your customer

avatar.

Customer Avatar

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 CUSTOMER AVATAR Example for Online Course Product

Maya Overall Description User Segment

● Interested in study abroad ● High school student
● Have close relatives who are familiar with going overseas
● Well-exposed to international community
● Have a healthy and open relationship with their parents Demographic
● Have no experience in study abroad applications ● 16-17
● Have little to no knowledge about study abroad applications ● Sophomore student in High School
● Their parents are supportive and believe in their children ● Big cities (Jabodetabek, Bandung)
● Their parents did not go abroad for their studies ● Have financially stable parents

Buying Behaviour Feelings Needs

● They need to know first if the
program’s people has the knowledge
about study abroad
● They also seek the program’s reliability
through seeing the previous success
story from the fellow customer
● They convince their parents that
studying abroad is feasible
● Their parents pay for the program
● They feel confident of themselves about applying for
study abroad and going abroad by themselves
● They’d feel proud and awesome if they go study
abroad
Social Beliefs
● As a student growing in globalization era, having
study abroad experience will elevate their positions in
future job applications
● Meeting various people with diverse background is a
good opportunity
● Living abroad by themselves would be a great
opportunity for their personal growth
Looking for educational program that will solve following
problems:
● They do not know what to prepare for study abroad
applications
● They need step-by-step guidance in study abroad
preparation
● They have difficulties in deciding their study abroad
target and priorities
Looking for mentor to guide them to successfully apply
study abroad that possesses following characteristics:
● Knowledgeable in study abroad-related things
● Can give clear actionables
● Friendly

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 CUSTOMER AVATAR Example for Apparel Product

Mr. Budi Overall Description User Segment

● 25-35 year old people, price-conscious looking for good value clothing that can be worn ● Male office-workers (young professionals)
everyday to the latest fashion trend ● University students
● Most likely to be used for office work either heavy or light duty, workers in-field / in-office ● Mature men with youth style appeal
● They can be price-sensitive or have preference over specific brands
● People do not buy fashion out of necessity, it is not bought as a functional tool but as an
emotional tool Demographic
● More likely to go to personal favorite department stores that has been a cultural and historic ● Age - 25-35 years old (Millennials)
note to shop for brands that understand the Indonesian style ● Sex - Male
● Focus on product experience, most likely to be loyal to specific brands if the product delivers the ● Marital Status - Single or Newlyweds, one child
overall satisfaction ● Income - Middle class economic status (Rp
4,500,000 - 5,200,000)
Buying Behaviour Feelings ● Occupation - blue-collar and white-collar
● Directly goes to modern department ● A social proof of the individual’s identity, the clothes define the social workers
stores or local department store that has status and hierarchy ● Nationality - Indonesian, Muslim majority
been favor ● Satisfied if the product can give a sense of durability and comfortable ● Asset - Motorcycle-own or public transportation
● Buys brand that can be social proof feeling (Gojek too) , Lives in rental house or still living
● First impression is what matters, the ● Self-confident can be seen through choosing triple’s casual everyday with parents
experience on the brand usability and wear identity that reflects on self-identity
functionality is a test towards future ● The first touch determine the brand’s customer lifetime value Needs
buying decisions ● Looking for clothing brands that fits its social
● Ramadan is seen as a monumental time Social Beliefs standings
period to buy products in-store since it is ● Clothing fabric needs to be thick so that it stays forever, beliefs that if a ● Up to date men’s apparel style with local trends
believed to get the best deals over the jeans or shirt is thick and well-built it can have longevity and durability of ● Cheap, comfortable and affordable range of
year and also spending its THR or yearly the product, there is a sense of distrust if the product has thin layers of products
bonus for new apparel fabric
● Time period to buy bottom products can ● Ramadan means a new chapter of a spiritual life, as the largest Muslim
range 3-6 months and 1-2 months for top country in the world, buying white or new clothes is a tradition from time
category products to time, or buying it for others
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 Name Overall Description User Segment
● Main summary of this customer avatar ● Segmentation of our customer

Demographic
● The statistical characteristics of our customer (age,
income, gender, etc)

Buying Behaviour Feelings Needs

● The decision process and acts of ● An emotional state of consideration process on ● the main reason for them when they
people involved in buying and choosing your product as their problem solving. choose your product
using products.
Social Beliefs
● Beliefs shared by society members that is
essentials for them in order to choose your
product.

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Thank You!