Understanding CRM Customer Scenarios

Over the past few days we’ve shown several examples about how understanding the customer is only one part of the puzzle – you also have to understand the customer scenario, because the customer experience often affects their purchase and purchase likelihood. To understand the customer experience, Patricia Seybold recommends the following seven step procedure for getting started with a client’s scenario. Decide on a Specific Target Customer Customer experience can often differ depending on the type of customer.

Mothers of 4, for example, represent a different type of customer at a grocery store than a male college student in a dorm with no refrigerator. The more specific your target customer, the more specific your research findings. Decide on the Customer’s Goal Are you targeting customers with an immediate need, and what would that need be? Seybold mentions the example of someone that needs to replace a broken refrigerator as soon as possible, or the plumber that is called in to fix a flooding basement.

Envision the Customer’s Situation This involves somewhat of a creative mind, but try to brainstorm what the customer’s current situation is. For example, a customer may be looking for a camera for their vacation that starts in a few days, or an individual may need someone to give them an immediate, low cost quote for service. Figure Out the End Point The end point is when the customer’s needs are completely fulfilled.

In the camera scenario, it may be when the customer has walked away with a camera they are satisfied with. Try to Determine the Individual Steps This step requires you to imagine yourself in the eyes of the customer. Where does the customer go first? Why do they choose your store? What steps occur along the way? Go through not only each individual step, but also the mindset and thoughts that go through the customer’s mind.

Map Out Customer Activities After you’ve figured out the mindset of the customer you need to figure out their actions. Where do they go first and how can you support that? What are they looking for first and how can you support that? This is where you try to see what your company can do to help the customer in order to get them to their ultimate purchase.

Putting What You’ve Found Into Action Finally, your last step is to try to turn those activities into actions. Figure out how to alter your marketing plan, your products, your services, etc., to work with those customer scenarios.

When you limit your research to who the customer is, and not what the customer is experiencing, you’re missing out on a lot of potential profit. The above steps are designed to help you start changing your mindset on what it means to be a customer, so that ultimately you can expand your efforts to address all of your customer’s buying habits.