RIZAL TECHNOLOGICAL UNIVERSITY

BONI AVENUE, MANDALUYONG CITY

COLLEGE OF ENGINEERING
CIVIL ENGINEERING DEPARTMENT

GROUP 3 - CUSTOMERS
TITLE

GROUP MEMBERS:
Name ACTUAL WRITTEN GROOMING
REPORT REPORT

AURELIO, JOBEN

GAYOSO, CHARLES

HUSMILLO, LOURINCE

QUIJANO, TRIXIE

TALENTO, MELIAN GRACE

CEIT-02-602P
Section

Submitted to:
ASST. PROF. ZORAHAYDA V. CONCEPCION
 TABLE OF CONTENTS

I. CUSTOMER

DEFINITION (Customer) …………………………………………………………………...5

TYPES OF CUSTOMERS …………………………………………………………………..5

TYPES OF CUSTOMERS IN CIVIL ENGINEERING ……………………………………5

II. CUSTOMER NEEDS, COMMON CUSTOMER CHALLENGES, AND DEMOGRAPHICS

OVERVIEW ……………………….……………………………………………………………5

TWO TYPES OF CUSTOMER NEEDS ……………………………………………………5

● PRODUCT NEEDS …………………………………………………………………..5

● SERVICE NEEDS …………………………………………………………………….6

● EXAMPLES OF PRODUCTS IN C.E……………………………………………….6

● EXAMPLES OF SERVICES IN C.E ………………………………………………..6

CUSTOMER CHALLENGES ………………….……………….…………………………….6

● TYPES OF COMMON CUSTOMER CHALLENGES ………………………….6

○ PROCESS ………………………………….……...……………….………...6
○ FINANCIAL ……………………………….……...……………….……..…...6
○ SUPPORT ……………………………….……...………………….………...6
○ PRODUCT ……………………………….……...……………….……...…...6

CUSTOMER DEMOGRAPHICS …………………………………………………………….7

● KEY COMPONENTS OF CUSTOMER DEMOGRAPHICS ……………………..8

○ AGE ……..……………………………….……...………………….………...7
○ LOCATION ……………………………….……...……………….……...…..8
○ HOBBIES …………………………………………………………………….8
○ INCOME…………………………………………...………………………….8
○ PURCHASING HABITS …………………...……………………….………8

III. MARKET RESEARCH AND VALIDATION

MARKET RESEARCH ……………………………………………………………………….8

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 ● TWO TYPES OF MARKET RESEARCH ……………………………...………….8
○ PRIMARY DATA …………………………...…………………………...…...8
○ SECONDARY DATA ……...…………………………...……………………9

VALIDATION ………….……………………………………………………………………..10

IV. DECISION-MAKING PROCESS

OVERVIEW ………………………………….………………………………………………. 9

DECISION-MAKING IN TECHNOPRENEURSHIP ……………………………………. 10

COMPONENTS OF DECISION MAKING ………………………………………………. 10

EFFECTIVE WAYS IN MAKING GOOD DECISIONS …………………………………. 11

DECISION-MAKING MODELS …………………………………………………………… 12

V. TARGET CONSUMER PROFILE, PERSONA

TARGET CUSTOMER PROFILE ………………………………………………………….13

PERSONA ………………………………………………………………………………..13-14

BENEFITS OF CUSTOMERS …………………………………………………………......14

EXAMPLES OF CUSTOMER PROFILE (PERSONA) ……………………………...14-19

6 STEPS TO CREATE AN ACCURATE CUSTOMER PROFILE (PERSONA) ..........19

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CEIT-02-602P (GROUP 3)

AURELIO, JOBEN GAYOSO, CHARLES

HUSMILLO, LOURINCE QUIJANO, TRIXIE

TALENTO, MELIAN GRACE

4
CUSTOMER

A customer is a person or business that buys goods or services from another business.
Customers are crucial because they generate revenue. Without them, businesses would go out
of business. Every business fights to get customers by advertising their products heavily, cutting
costs to get more customers, or making unique products and experiences that people love.
Some examples are Apple, Tesla, Google, and TikTok.

Types of customers
1. Loyal customers: Customers that make up a minority of the customer base but
generate a large portion of sales.
2. Impulse customers: Customers that do not have a specific product in mind and
purchase goods when it seems good at the time.
3. Discount customers: Customers that shop frequently but base buying decisions
primarily on markdowns.
4. Need-based customers: Customers with the intention of buying a specific product.
5. Wandering customers: Customers that are not sure of what they want to buy.

Types of Customers Related to Civil Engineering

1. Private clients- These are the individuals who would like to undertake the construction
of a building for their occupancy or renting out to tenants. It includes those who would
like their house built, altered, extended or maintained.
2. Commercial Clients- This category of clients is referred to as commercial because they
are involved in the business.
3. Quasi-Governmental Clients - These are government organizations that are in the
construction business to satisfy the welfare of the citizens. They are mostly referred to as
parastatals or corporations.
4. The Government - The central government is also a client. It may initiate and fund
construction projects to offer basic services to the citizens of the country. These include
the construction of schools, markets, hospitals, and roads. Also, the installation,
maintenance and repair of public utilities such as water, gas, petroleum and electricity.

CUSTOMER NEEDS

Customer needs are the psychological and physical motivations that make someone want to
purchase a product or service and stay loyal to that business.

Two types of needs

- Product needs
Functionality- Customers need your product or service to function the way they need in
order to solve their problem or desire.
Price- Customers have unique budgets with which they can purchase a product or
service.
Convenience- Your product or service needs to be a convenient solution to the function
your customers are trying to meet.
Experience- The experience using your product or service needs to be easy -- or at
least clear -- so as not to create more work for your customers.

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 Design- Along the lines of experience, the product or service needs a slick design to
make it relatively easy and intuitive to us
Reliability- The product or service needs to reliably function as advertised every time
the customer wants to use it.
Performance- The product or service needs to perform correctly so the customer can
achieve their goals.
Efficiency- The product or service needs to be efficient for the customer by streamlining
an otherwise time-consuming process.
Compatibility- The product or service needs to be compatible with other products your
customer is already using.

- Service needs
Empathy- When your customers get in touch with customer service, they want empathy
and understanding from the people assisting them.
Fairness- From pricing to terms of service to contract length, customers expect fairness
from a company.
Transparency- Customers expect transparency from a company they're doing business
with. Service outages, pricing changes, and things breaking happen, and customers
deserve openness from the businesses they give money to.
Control- Customers need to feel like they're in control of the business interaction from
start to finish and beyond, and customer empowerment shouldn't end with the sale.
Make it easy for them to return products, change subscriptions, adjust terms, etc.
Option- Customers need options when they're getting ready to make a purchase from a
company. Offer a variety of product, subscription, and payment options to provide that
freedom of choice.
Information- Customers need information, from the moment they start interacting with
your brand to days and months after making a purchase. Businesses should invest in
educational blog content, instructional knowledge base content, and regular
communication so customers have the information they need to successfully use a
product or service.
Accessibility- Customers need to be able to access your service and support teams.
This means providing multiple channels for customer service. We'll talk a little more
about these options later.

EXAMPLES OF PRODUCT RELATED EXAMPLES OF SERVICES RELATED

TO CIVIL ENGINEERING TO CIVIL ENGINEERING

● BUILDINGS ● CAD LAYOUTING

● BRIDGES ● CONSTRUCTION
● ROADS MANAGEMENT
● DAMS ● SAFETY INSPECTIONS
● TUNNELS ● CONSULTATION
● AIRPORTS
● SEWAGE SYSTEMS

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CUSTOMER CHALLENGES

What is a customer challenge?

Customer challenges refer to the specific problems customers have when using the
product or engaging with the service you provide. These issues have a detrimental effect on the
customer experience and need to be resolved in order to attract new customers and enhance
client loyalty.

TYPES OF COMMON CUSTOMER CHALLENGES

● Process
The internal procedures within the firm that obstruct the customer journey. The
purchasing procedure often leads to this sort of problem and can be identified by:
● Complicated sales transactions
● Disorganized help center

● Financial
If the good or service the company sells is ideal for the consumer but the price
exceeds their budget, they will choose a different brand. Financial issues could appear
as:
● Hidden fees that get added at checkout
● Expensive membership fees

● Support
Refer to the customer's engagements with sales and customer service staff.
Support pertains to deficiencies in your team's performance rather than corporate
procedures. Typical support problems include:
● Slow response times
● Insufficient product knowledge

● Product
Any shortcomings in product or service. It hinders the customer's productivity.
Issues with the product are:
● Inconvenient workflows
● Underwhelming features

CUSTOMER DEMOGRAPHICS

Customer demographics are statistical data that classify consumers. These demographic
characteristics assist organizations in comprehending their target population more effectively
and customizing their products, services, marketing tactics, and communication channels to
engage certain customers successfully.

Key components of customer demographic

● Age

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 Used to classify and comprehend consumer groups according to their
chronological age. It offers valuable information about consumer preferences,
behaviors, and purchasing patterns, enabling firms to customize their products,
services, and marketing tactics efficiently.

● Location
Pertains to the specific geographic location where persons live or carry
out their activities. It is a crucial demographic variable used for segmenting and
comprehending consumer populations.

● Hobbies
The interests, activities, and pleasures persons pursue outside of work or
personal responsibilities. Hobbies involve various activities such as sports, arts &
crafts, music, cooking, travel, and other pursuits.

● Income
Income demographics offer valuable information on the economic state of
consumer groups, which impacts their spending behavior, lifestyle decisions, and
consumption trends.

● Purchasing Habits
The trends, preferences, and behaviors individuals display while making
purchasing decisions. Purchasing habits include preferred purchasing channels,
brand loyalty, price sensitivity, product preferences, and decision-making criteria.

MARKET RESEARCH

The systematic collection, analysis, and interpretation of information related to a market,

encompassing data about potential consumers, rivals, and the industry as a whole. The goal of
market research is to offer organizations important insights to guide their decision-making and
comprehend the industry dynamics they are involved in.

Two types of market research:

● Primary data

Primary research is gathering actual information directly from individuals or

groups for a particular objective.

Types of Primary Data

● Exploratory research

This is an open-ended method of market research that involves

conducting unstructured interviews with respondents.

● Specific research

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 It is carried out following exploratory research that has pinpointed a
specific issue. Specific research is expensive because of its high level of
organization and formality in its approach.

Key Primary Research Methods To Interview Your Target Demographic

● Direct mail

A direct mail questionnaire can get personal responses to structured

queries.

● Telephone interviews

Phone interviews are cost-effective, covering vast geographic areas

affordably, quick to do, and may be somewhat scripted.

● Personal interviews

It engages in in-person discussions with people to collect information,

perspectives, and viewpoints.

● Secondary data

Secondary research involves the analysis and interpretation of existing data that has
been previously collected by someone else for a different purpose.

Types Of Secondary Market Research

● Public data sources

Publicly available data is largely free to obtain. Government departments are

usually one of the best public data sources, as well as business departments of
public libraries that may be able to provide industry statistics and previously
recorded research.

● Commercial sources

Commercial sources refer to information and data that are obtained from private,
for-profit entities or organizations. These sources typically require payment or
subscription for access.

● Educational sources

Educational sources refer to information and data derived from academic

institutions, research organizations, and educational platforms. Institutions and
colleges remain valuable data sources despite the fact they can often be
overlooked as a secondary research method.

Why is market research important for new business ideas?

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Market research should never be underestimated. Many successful new businesses enjoy
longevity because their owners conduct regular market research to understand their target
market, identify consumer problems and pinpoint realistic competitors.

It’s the simplest way for entrepreneurs to keep up with market trends and maintain a competitive
edge by sizing up your business opportunity.

Validation

Validation refers to the process of confirming the accuracy, reliability, and credibility of the
research methods, data, and findings.

7 Strategies to Validate Customer Requests

1. Check the customer request against your roadmap.

You’ve developed your product roadmap for a reason. It’s there primarily to serve as a
high-level visual summary of your product’s vision and strategic plan of attack.

2. Validate the customer request against your market.

Maybe a customer’s request to add a new piece of functionality would be a great idea for
their unique process. But it is not of much value to any other company that uses your product.

3. Ask yourself what are the customers really asking for?

Identifying the problem your customers are trying to solve is critical because it lets you
perform a quick litmus test: Is this problem something our product is supposed to solve? Is this
problem one that we want our product to solve?

4. What are the positive and negative impacts on business metrics if we add or ignore
this feature?

If you build this feature, are you likely to see an increase in revenue? A decrease? Are
you gaining entry into a new market, one that you had been planning to enter? Would it increase
customer retention rates and slow down churn? It’s much easier to make a strategic decision
when you can back it up with data and projections.

5. What’s the opportunity cost?

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 Whether requests come from customers or internal stakeholders, a product manager is
responsible for allocating her development resources in a way that advances her strategy
without wasting the team’s time and energy.

6. Does it require further investigation or research?

Do some more research. Interview your customers to further understand the problems
this new feature would solve. Treat it like any other new component or feature.

7. Subject the customer request to a weighted scoring model.

You need to use your instincts as a product manager, supplemented by business

success metrics, and conversations with your customers and product team, to determine if a
feature request warrants a re-evaluation of your product strategy or if it’s an opportunity to say
“no” to your customer.

Key aspects of validation in market research

● Research Design Validation

● Data Collection Validation
● Instrument Validation
● Sample Validation
● Cross-Validation

DECISION MAKING PROCESS

Decision-Making Process is an essential component of the entrepreneurial journey. Without

the right mindset, you might fail to make a crucial decision that can make or break your
business.

DECISION-MAKING IN TECHNOPRENEURSHIP

● Technopreneurship involves the management, development, and integration of

technology and entrepreneurship to create innovative business solutions.

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 ● The process of technopreneurship emphasizes the strategic importance of
decision-making in merging technology, innovation, and entrepreneurship to produce
breakthrough products and services.

COMPONENTS OF DECISION-MAKING

The decision-making process is composed of four essential components that play a

crucial role in making right choices.

1. Context. This involves the environment where the decision should be made. You should get
all the relevant information, the facts, the data, and everything else you need to help you make
a decision.

2. Objectives. It is important to have a clear understanding of what you hope to achieve after
making a decision because this will serve as a guide in the process of deciding. Your objectives
should make the whole process logical, easy, and a lot less stressful.

3. Alternatives. Know all the available alternatives before making a decision. Analyze
everything carefully and do not limit your options to a very small number. Gather as many
options as possible before making a decision and find out the risks involved.

4. Criteria. If you have knowledge of your objectives and you have all the information you need,
coming up with a criteria should not be difficult. This could be hard or soft criteria; hard includes
budget and time allocation whereas soft includes employee satisfaction and organizational
disruption. Assess your criteria fully before making a decision.

EDWARD DE BONO
is a prominent psychologist, physician, and author celebrated for his
groundbreaking contributions to the concept of lateral thinking. He is
also known for his development of the Six Thinking Hats method, which
revolutionized traditional approaches to collaborative thinking and
decision-making.

EFFECTIVE WAYS IN MAKING GOOD DECISIONS

THE SIX THINKING HATS

● The Six Thinking Hats, also known as the de Bono Hats

System, consist of six thinking styles.
● It provides a structured approach to parallel thinking, allowing
individuals and teams to focus on different aspects of a problem or
decision-making process.

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 ● Each “hat” represents a specific thinking role and is associated with a particular color,
guiding individuals to approach problems from several perspectives.
● Before deciding on anything, you must utilize all six hats to come up with a rational,
effective, positive, and feasible decision.

WHITE HAT (DATA, RATIONALITY)

This thinking hat involves focusing on available data to derive objective

insights. It emphasizes careful and comprehensive analysis of the data at hand.

RED HAT (EMOTIONS)

This thinking hat centers on intuition, gut reactions, and considering

others’ potential reactions, especially those unfamiliar with your decision-making
style.

BLACK HAT (NEGATIVITY, CAUTION)

This thinking hat examines the negative aspects, prompting cautious

consideration of potential issues or failures, leading to proactive contingency
planning.

YELLOW HAT (POSITIVITY)

This thinking hat emphasizes the positive, focusing on the benefits and
opportunities associated with an idea or decision to foster motivation and optimism.

BLUE HAT (PROCESS CONTROL)

This thinking hat facilitates process control in group settings, often used in
meetings and brainstorming sessions, and can be paired with the Black Hat when
necessary.

GREEN HAT (CREATIVITY)

This thinking hat encourages creativity and resourcefulness, promoting

out-of-the-box thinking and the generation of diverse options and solutions.

DECISION MAKING MODELS

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A good decision-making model doesn’t just apply to people. It applies to any situation in which
there are multiple options.

​ .) Rational decision-making models. Most people will make decisions based on emotion
1
rather than logic. This is because emotions are much easier to understand and act upon.

2.) Intuitive decision-making models. Intuitive decisions are decision-making models that use
gut instincts. This model requires previous experience and pattern recognition to form strong
instincts. Decision-makers with a lot of experience with similar problems often use intuitive
models.

3.) Creative decision-making model. The creative decision-making model is a great way to
generate solutions to problems. It’s often referred to as the “no-think” approach because instead
of actively thinking about how to solve a problem, you let your subconscious mind do it for you.

TARGET CUSTOMER PROFILE

A target customer profile is a comprehensive description of the ideal customer for a

product or service. It includes demographic, psychographic, behavioral, and firmographic
characteristics that identify the people or organizations most likely to purchase from a company.

● Demographic Characteristics: This includes factors such as age, gender, income

level, education level, marital status, etc.
● Psychographic Characteristics: Focuses on personality traits, values, interests,
lifestyle choices, and attitudes of the target audience.
● Behavioral Characteristics: Analyzes purchasing behavior, brand loyalty, usage
patterns, buying frequency, and decision-making process.
● Firmographic Characteristics: Relevant for B2B businesses, it includes factors
like industry type, company size, revenue, location, and organizational structure.

PERSONA

Based on insights, data analysis, and market research, a persona is a portrayed

depiction of your ideal client. Marketers and salespeople can better target their strategies and
communications to resonate with particular segments by using this comprehensive profile, which
humanizes the target audience.

● Background: Describes the persona's personal and professional background,

including job title, industry, education, and career trajectory.
● Goals and Challenges: Identifies the persona's objectives, pain points,
challenges, and aspirations related to their needs that your product or service can
address.
● Motivations and Values: Explores what drives the persona, their values, beliefs,
and what factors influence their decision-making process.
● Communication Preferences: Determines how the persona prefers to consume
information, which channels they use, and their preferred communication style.

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 ● Buying Journey: Maps out the typical steps the persona takes when making a
purchasing decision, including awareness, consideration, decision, and
post-purchase evaluation.
● Objections and Obstacles: Anticipates potential objections or barriers that may
prevent the persona from converting, and how to address them effectively.

BENEFITS OF CUSTOMERS

● Feedback and Improvement: Customers offer insightful comments based on

their experiences with goods and services. This feedback helps businesses
identify areas for improvement and innovation.
● Market Insights: Engaging with customers enables businesses to acquire
valuable knowledge about market trends, preferences, and behaviors, which is
essential for making strategic decisions regarding product development and the
overall direction of the business.
● Competitive Advantage: Understanding and meeting customer needs better than
competitors can give businesses a competitive edge. It can set your company
apart from your competitors.
● Brand Loyalty: Satisfied customers are more likely to become repeat customers
and develop loyalty to a brand.
● Increased Customer Lifetime Value: Nurturing long-term customer relationships
boosts their lifetime value for businesses. This involves not only earning revenue
from initial transactions but also fostering repeat purchases and offering
upselling or cross-selling opportunities.

EXAMPLES OF CUSTOMER PROFILE (PERSONA)

Customer Name: Jennifer

Customer Type: Freelance Graphic Designer

Item/Product Section: Graphic Design Software

Pain Points: Jennifer struggles with finding affordable yet powerful graphic design
software that meets her professional needs. She often faces compatibility issues with
her existing tools and experiences frustration with steep learning curves. Additionally,
Jennifer worries about the cost-effectiveness of investing in new software solutions
while maintaining a stable income as a freelancer.

Benefits:

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 ● Access to user-friendly software with intuitive interfaces to streamline her design
workflow.
● Affordable pricing plans or subscription models tailored to freelancers' budgets.
● Comprehensive customer support and training resources to help Jennifer
overcome technical challenges and improve her skills.

Customer Name: Thomas

Customer Type: Small Business Owner

Item/Product Section: Accounting Software

Pain Points: Thomas struggles with managing his company's finances efficiently while
juggling multiple responsibilities. He often finds it challenging to navigate complex
accounting processes and keep track of expenses, invoices, and tax obligations.
Additionally, Thomas worries about the security of his financial data and the risk of
errors or discrepancies in his records.

Benefits:

● Streamlined accounting processes with automated features to save time and

reduce manual errors.
● Secure data encryption and compliance with industry regulations to protect
Thomas's sensitive financial information.
● Customizable reporting tools and insights to help Thomas make informed
business decisions and optimize his financial performance.

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Customer Name: Maya

Customer Type: Health-Conscious Consumer

Item/Product Section: Organic Food Delivery Service

Pain Points: Maya struggles to maintain a healthy diet due to her busy schedule and
limited access to fresh, organic produce. She often finds it challenging to balance
convenience with nutrition and worries about the environmental impact of conventional
food production methods. Additionally, Maya faces budget constraints and seeks
affordable yet high-quality food options for herself and her family.

Benefits:

● Convenient home delivery of organic and locally sourced produce to save Maya
time and effort.
● Assurance of food safety and quality standards, with transparent sourcing
practices and sustainable farming methods.
● Customizable subscription plans and budget-friendly options to accommodate
Maya's dietary preferences and financial constraints.

Customer Name: David

Customer Type: Tech Enthusiast

Item/Product Section: Consumer Electronics

Pain Points: David is passionate about technology and constantly seeks the latest
gadgets and devices to enhance his digital lifestyle. However, he often feels
overwhelmed by the multitude of options available in the market and struggles to make
informed purchasing decisions. David also faces challenges related to product
compatibility, software updates, and technical support.

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Benefits:

● Access to a wide selection of cutting-edge consumer electronics curated to suit

David's interests and preferences.
● Expert recommendations and comparison tools to help David evaluate different
products and choose the best options for his needs.
● Dedicated customer support and troubleshooting services to assist David with
setup, maintenance, and troubleshooting issues.

Customer Name: Maria

Customer Type: Fashion Blogger/Influencer

Item/Product Section: Clothing and Accessories

Pain Points: Maria is deeply invested in the fashion industry and relies on her unique
style and aesthetic to engage her audience on social media. However, she often
struggles to keep up with rapidly changing fashion trends and maintain a consistent
wardrobe that aligns with her brand image. Maria also faces challenges related to sizing
discrepancies, shipping delays, and returns when shopping online.

Benefits:

● Access to a curated selection of trendy clothing and accessories from leading

fashion brands to help Maria stay ahead of the curve.
● Personalized style recommendations and virtual styling services to assist Maria
in creating cohesive outfits that reflect her individual taste and personality.
● Seamless shopping experiences with fast shipping, hassle-free returns, and
size-inclusive options to cater to Maria's diverse audience and body types.

Customer Name: Sarah

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Customer Type: Construction Project Manager

Item/Product Section: Structural Engineering Software

Pain Points: Sarah is responsible for overseeing construction projects and ensuring that
they meet safety, regulatory, and budgetary requirements. She faces challenges related
to selecting the right structural engineering software that can accurately analyze
designs, generate detailed reports, and facilitate collaboration among team members.
Sarah also struggles with time constraints and the need to deliver projects on schedule,
often feeling overwhelmed by complex software interfaces and technical support
issues.

Benefits:

● Access to user-friendly structural engineering software with intuitive interfaces,

streamlining design processes and saving time.
● Dedicated customer support and training resources ensure Sarah can quickly
resolve technical issues and optimize her use of the software.

Customer Name: John

Customer Type: Civil Engineering Consultant

Item/Product Section: Geotechnical Testing Equipment

Pain Points: John specializes in geotechnical engineering and provides consulting

services for infrastructure projects such as bridges, roads, and foundations. He
encounters difficulties in sourcing reliable geotechnical testing equipment that can
accurately assess soil properties, detect potential hazards, and inform design decisions.
John also faces budget constraints and the need to justify equipment investments to
clients, often feeling frustrated by the lack of affordable yet high-quality options in the
market.

Benefits:

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 ● Cost-effective solutions tailored to John's budget constraints, ensuring he can
invest in high-quality equipment without compromising profitability.
● Demonstrated return on investment through improved project outcomes and
client satisfaction, strengthening John's reputation as a trusted civil engineering
consultant.

6 STEP TO CREATE AN ACCURATE CUSTOMER PROFILE (PERSONA):

1. Coordinate with your sales/marketing team

2. Utilize Analytics
3. Take advantage of customer surveys
4. Research
5. Store customer details in a central CRM (Customer Relationship Management)
6. Organize and repeat steps 1-5

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