How to build Customer Profiles for your business or organisation

Having an understanding your customers is the foundation for every successful business or organisation. It allows you to tailor your products, services, and marketing efforts to meet their needs and preferences, ultimately leading to greater customer satisfaction, loyalty, and revenue. In our experience, building customer profiles is a useful tool to achieve this goal.

What are Customer Profiles?

Customer profiles, also known as buyer personas or customer avatars, are fictional representations of your ideal customers. They are based on data and insights gathered through research, surveys, interviews, and other sources.

Creating customer profiles helps you to better understand your customers’ behaviours, motivations, pain points, and preferences, which in turn allows you to develop more effective marketing campaigns, products, and services.

Most importantly, Customer Profiles help you to bring ‘human-ness’ back into your organisation. They put a face to your customer and reconnect your internal teams to the ultimate reason they exist. Not only that, they reveal a wealth of new opportunities to become more effective, more efficient or both.

Here are the steps to build customer profiles:

1. Define your target audience

Start by identifying who your ideal customers are. Consider factors such as age, gender, income, education, location, and interests. This will help you to narrow down your research and focus on the customers who are most likely to buy from you.

2. Conduct research

Gather information about your target audience through a variety of sources. This includes analysing customer data such as purchase history, website traffic, and social media engagement. It also involves conducting surveys, interviews, and focus groups to gain insights into their needs, preferences, and behaviours.

3. Analyse the data

Once you have collected your data, analyse it to identify patterns and trends. Look for common characteristics and behaviours that your customers share, as well as any challenges they may be facing.

4. Develop customer profiles

Based on your research and data analysis, create fictional customer profiles that represent your target audience. Give each profile a name, age, job title, and other relevant details. Include information such as their goals, challenges, interests, and buying habits.

5. Refine and update

Customer profiles are not set in stone. As your business grows and evolves, so too will your customers. It’s essential to regularly review and update your customer profiles to ensure they accurately reflect your target audience.

Are you ready to build your Customer Profiles?

Building customer profiles is a vital component of any successful business strategy. It allows you to gain a deeper understanding of your customers and develop products, services, and marketing campaigns that are tailored to their needs and preferences.

By following the steps outlined above, you can create effective customer profiles that help you to connect with your customers and drive revenue growth.

Customer Profiles is one of the nine capabilities of the customer-led organisation.

We cover off this and more in our new book coming out in May 2023 titled ‘Leading the Customer-led Revolution’.  

If you’re not yet on the wait-list, don’t suffer FOMO – get in the know here.


A globally accomplished strategy professional, Sueanne is passionate about connecting businesses with the ultimate reason they exist: their customers. Her impressive reach has transformed market-leading brands such as, Terry White Chemmart, PPQ, Brisbane Powerhouse, AVIS, Travelocity, Hays Recruitment, Visit Sunshine Coast + Tourism Queensland.

With customer experience in her DNA, she is committed to transforming businesses + regions through aligning people, products + places. Her empathetic + decisive style breaks through business barriers, + brings everybody from board room to back office on the journey.