Post by nurnobisorker70 on Oct 31, 2024 5:07:17 GMT
The customer is king”: said a famous mantra, today more relevant and true than ever.
In the era of customer-centric marketing and hyper-personalization of the customer experience, customer empathy becomes essential to face and overcome new challenges .
But how can you empathize with your users first, and then with your customers?
The first step is perhaps the most complex and involves a real shift in perspective that leads us to consider the customer, real or potential, not as a mere consumer, but as a person .
To do this, it is therefore necessary to abandon an objective perspective and go further, by collecting and analyzing as much data as possible.
If in the past, marketing trends and models had accustomed us to considering our audience only in terms of targets, that is, clusters of users identified mainly on the basis of specific demographic data (gender, age, education, employment), today it is mainly qualitative and behavioral data that play a crucial role in profiling and segmenting its users .
Understanding Customer Personality: Help from Psychology
Each individual has his own personality, we are different from each other, but in some ways, it will seem strange, we are similar.
Being able to know the salient features that unite several personalities becomes essential to segment customers.
Psychology also comes to our aid at this point, and virtual phone number service in particular the Big Five theory which, among the different theories on customer personality, is considered the one that can explain the most individual variability.
Psychological profiles of consumers
According to this theory, there are five major factors that influence customer personality and help categorize them.
Let’s find out in detail.
Extraversion: The extroverted personality is characterized by sociability , talkativeness, assertiveness and a great deal of emotional expressiveness . In contrast, introverted people prefer solitude, do not like to converse and have less energy to expend in public and social places.
Agreeableness : People who score high on this trait are generally trusting , altruistic, kind, and empathize more easily with others . In contrast, people with low agreeableness are competitive and show little interest in others.
Conscientious: Typically very worrisome, people who are characterized by conscientiousness are very goal-oriented and able to control their impulses effectively. Attentive to detail, they plan every move in advance and are usually aware of their ability to influence others.
Neuroticism: Mood swings, emotional instability are the salient features of neurotic personalities. They are hardly able to overcome moments of crisis and cope with stress. Conversely, non-neurotic people tend to be more emotionally stable.
Open-mindedness: This is the characteristic that unites creative and intuitive people . These are personalities who are eager to learn new things and experience new things. On the contrary, people who are not very open-minded are traditionalists and opposed to novelty.
These five factors and their opposites encompass the different nuances that characterize an individual's personality, even as a consumer.
A consumer with a more extroversion-oriented personality will be more inclined to evaluate the hedonistic value of a product and inclined to develop a more emotional involvement with the brand.
On the other hand, on the other hand, a consumer with a more "conscientious" personality will be more interested in the functionality and technical characteristics of an item and, therefore, more inclined to appreciate more rational rather than emotional advertising campaigns.
The Big Five model is a valuable aid to optimize communication strategy and efforts to build a profitable relationship with your audience, starting with an initial customer segmentation.
7+1 Customer Personalities: How to Recognize Them?
How to recognize the customer
While the Big Five model provides us with an initial psychological approach to better understand our audience, there are other theoretical contributions that have emerged over the years to help us draw up numerous profiles of typical customers.
Here are some examples.
The saver Conscientious personalities and certainly attentive to details , that of price above all. Savers are certainly not loyal to the brand, but only to the most practical offer and therefore represent a cluster difficult to retain.
The homage lover
Gift lovers could also be attributed to the category of savers. However, unlike the previous ones, they are not looking for the best deal , but for the gift and the gift , for which they may even be willing to spend more. The gift lover is often very active on social groups looking for coupons, but it is difficult to engage because he rarely buys.
The impulsive This is a personality more oriented towards extroversion, he buys without thinking because perhaps he "falls in love with the product" and often an effective banner and emotional communication are enough to convince him.
The skeptic
It is difficult to win: an offer is not enough, and often not even a good story. Usually, the skeptic does not trust and rarely buys . When he does, he leaves nothing to chance and evaluates every feature of the product or service.
The loyal
This is undoubtedly the type of customer that any e-commerce would like to have. He usually buys with some regularity because he trusts that brand and has adopted its philosophy and values . His activity is the fruit of a relationship that the brand itself has been able to create.
The practice
Safe and fast purchasing processes, but that's not all: the consumer who reflects this profile chooses to buy online mainly for convenience and perhaps for lack of time . He expects to find all the information with ease in order to conclude the process in a few clicks.
The active
Read reviews, stay up to date with offers and news, learn about products and/or services on communities and forums: the active consumer is curious and does not stop at the first offer or the first recommended product . He analyzes, informs himself and often decides by following a very rational decision path.
Experience Hunter
This is certainly the type of consumer that is increasingly asserting itself. He is not loyal to the brand, generally, he evaluates and chooses the experiential universe that revolves around the product and the brand , and for this reason, he is always looking for something that can surprise him.
Psychological characteristics, purchasing habits and behaviors, purchasing power, but not only: the elements that contribute to the creation of a consumer profile are so numerous and very often variable.
The models above are examples that may, however, limit the knowledge of its audience .
In the era of customer-centric marketing and hyper-personalization of the customer experience, customer empathy becomes essential to face and overcome new challenges .
But how can you empathize with your users first, and then with your customers?
The first step is perhaps the most complex and involves a real shift in perspective that leads us to consider the customer, real or potential, not as a mere consumer, but as a person .
To do this, it is therefore necessary to abandon an objective perspective and go further, by collecting and analyzing as much data as possible.
If in the past, marketing trends and models had accustomed us to considering our audience only in terms of targets, that is, clusters of users identified mainly on the basis of specific demographic data (gender, age, education, employment), today it is mainly qualitative and behavioral data that play a crucial role in profiling and segmenting its users .
Understanding Customer Personality: Help from Psychology
Each individual has his own personality, we are different from each other, but in some ways, it will seem strange, we are similar.
Being able to know the salient features that unite several personalities becomes essential to segment customers.
Psychology also comes to our aid at this point, and virtual phone number service in particular the Big Five theory which, among the different theories on customer personality, is considered the one that can explain the most individual variability.
Psychological profiles of consumers
According to this theory, there are five major factors that influence customer personality and help categorize them.
Let’s find out in detail.
Extraversion: The extroverted personality is characterized by sociability , talkativeness, assertiveness and a great deal of emotional expressiveness . In contrast, introverted people prefer solitude, do not like to converse and have less energy to expend in public and social places.
Agreeableness : People who score high on this trait are generally trusting , altruistic, kind, and empathize more easily with others . In contrast, people with low agreeableness are competitive and show little interest in others.
Conscientious: Typically very worrisome, people who are characterized by conscientiousness are very goal-oriented and able to control their impulses effectively. Attentive to detail, they plan every move in advance and are usually aware of their ability to influence others.
Neuroticism: Mood swings, emotional instability are the salient features of neurotic personalities. They are hardly able to overcome moments of crisis and cope with stress. Conversely, non-neurotic people tend to be more emotionally stable.
Open-mindedness: This is the characteristic that unites creative and intuitive people . These are personalities who are eager to learn new things and experience new things. On the contrary, people who are not very open-minded are traditionalists and opposed to novelty.
These five factors and their opposites encompass the different nuances that characterize an individual's personality, even as a consumer.
A consumer with a more extroversion-oriented personality will be more inclined to evaluate the hedonistic value of a product and inclined to develop a more emotional involvement with the brand.
On the other hand, on the other hand, a consumer with a more "conscientious" personality will be more interested in the functionality and technical characteristics of an item and, therefore, more inclined to appreciate more rational rather than emotional advertising campaigns.
The Big Five model is a valuable aid to optimize communication strategy and efforts to build a profitable relationship with your audience, starting with an initial customer segmentation.
7+1 Customer Personalities: How to Recognize Them?
How to recognize the customer
While the Big Five model provides us with an initial psychological approach to better understand our audience, there are other theoretical contributions that have emerged over the years to help us draw up numerous profiles of typical customers.
Here are some examples.
The saver Conscientious personalities and certainly attentive to details , that of price above all. Savers are certainly not loyal to the brand, but only to the most practical offer and therefore represent a cluster difficult to retain.
The homage lover
Gift lovers could also be attributed to the category of savers. However, unlike the previous ones, they are not looking for the best deal , but for the gift and the gift , for which they may even be willing to spend more. The gift lover is often very active on social groups looking for coupons, but it is difficult to engage because he rarely buys.
The impulsive This is a personality more oriented towards extroversion, he buys without thinking because perhaps he "falls in love with the product" and often an effective banner and emotional communication are enough to convince him.
The skeptic
It is difficult to win: an offer is not enough, and often not even a good story. Usually, the skeptic does not trust and rarely buys . When he does, he leaves nothing to chance and evaluates every feature of the product or service.
The loyal
This is undoubtedly the type of customer that any e-commerce would like to have. He usually buys with some regularity because he trusts that brand and has adopted its philosophy and values . His activity is the fruit of a relationship that the brand itself has been able to create.
The practice
Safe and fast purchasing processes, but that's not all: the consumer who reflects this profile chooses to buy online mainly for convenience and perhaps for lack of time . He expects to find all the information with ease in order to conclude the process in a few clicks.
The active
Read reviews, stay up to date with offers and news, learn about products and/or services on communities and forums: the active consumer is curious and does not stop at the first offer or the first recommended product . He analyzes, informs himself and often decides by following a very rational decision path.
Experience Hunter
This is certainly the type of consumer that is increasingly asserting itself. He is not loyal to the brand, generally, he evaluates and chooses the experiential universe that revolves around the product and the brand , and for this reason, he is always looking for something that can surprise him.
Psychological characteristics, purchasing habits and behaviors, purchasing power, but not only: the elements that contribute to the creation of a consumer profile are so numerous and very often variable.
The models above are examples that may, however, limit the knowledge of its audience .