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Organization: Do You Know Your Customers?

Learn to Manage All of Your Customers

Sure, you know the regulars who come through your establishment’s door every week or connect with you regularly, but do you know the entire range of customers and prospects and what they mean to your marketing efforts?

There are 5 types of customers:
1. Your most passionate fans: These are the people who know and trust you and are happy to spread the word to recommend your business to everyone. You covet these people.
2. Your regular customers: These are the people who know you because they’ve shopped or interacted with you in the past, but may not have a serious affinity for your brand, products, or services.
3. The prospects: These are people who know someone who knows you (your customers and passionate fans) and have an interest in what you have to offer.
4. The suspects: People who have interest in what you offer, but have no idea you exist.
5. The disinterested: Obvious enough, these people have no interest in you, so don’t spend time or money trying to reach them.

What do these five mean to your marketing efforts? You should be regularly marketing, through email and social media, to the passionate fans and customers by providing engaging content that they can in turn share with their friends and colleagues (i.e., the prospects). This sharing can take place through email forwards, posts to Facebook, retweets of your content, or word of mouth.

For the suspects, you want to make sure information about your organization is readily available and accessible in as many locations as possible. For instance, restaurants should make sure their profiles on sites like Yelp and Google Places are accurate so people searching for a place to eat can find you. Your Facebook and Twitter pages should link back to your website, so those stumbling onto your Page or a tweet can get more information about your company. Make it as easy as possible for suspects and prospects to learn more about you and how you can benefit them.

The goal is to turn suspects into prospects into customers and ultimately into raving fans.

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Discussion (6) Comment

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  4. RonVisitor

    Good day! This post couldn’t be written any better! Reading through this post reminds me of my good old room mate! He always kept talking about this. I will forward this post to him. Fairly certain he will have a good read. Thank you for sharing!

  5. FilVisitor

    Do you mind if I quote a couple of your articles as long as I provide credit and sources back to your website? My website is in the very same niche as yours and my visitors would definitely benefit from some of the information you present here. Please let me know if this ok with you. Many thanks!

  6. It pays to be organized and it pays even greater to be consistent with your organization. Great post..very useful stuff.


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