How to Identify Your Ideal Customers

When it comes to attracting customers to your field service business, you can’t take a ‘one size fits all’ approach. Different people have different requirements, so you need to decide on the type of customer you will target your services towards and why. 

Aside from helping you tailor your services, determining who your perfect customers are will provide you with a highly lucrative opportunity. In fact, an impressive 86% of people say they would pay more for a superior customer experience. 

But, with so much to consider, where do you begin?

In this article, we’ll explain how to identify your ideal customer in a few simple steps. We’ll then explore how you can use a CRM (customer relationship manager) as a means of building customer relationships that will boost your reputation and your bottom line simultaneously.

5th February 2022 - How to Identify Your Ideal Customers: 4 Simple Steps

Here are four simple steps you can take towards identifying your ideal customers:

1. Know Your Products and/or Services

46% of people say they will abandon a brand if they’re not knowledgeable, so the best step you can take towards attracting the right customers is to know your products and services inside out. 

However, when it comes to having a solid understanding of your business, you must think about your customers’ perspectives. In other words, you can’t simply memorise your website content. Instead, you should consider the following:

• What do you offer to your customers?
• What pain points do your customers have, and how can you solve them?
• Why should people use your company instead of your competitors’?
• What is your unique selling point?

Finally, one of the most important questions you need to ask yourself is: who benefits the most from your products or services? Remember, it’s best to look at your current customer base to discover who is currently finding the most value. Focusing on who you want to find value in your offerings, instead of who actually does, won’t give you the crucial answers you need to understand your company.

2. Determine Your Business Goals

Next, you need to figure out what your goals are. Although you will have focused on your existing customers in step one to learn about your business, you need to decide whether you’re satisfied with the type of customer you currently attract. If not, why? And what do you need to do to draw in a different customer base?
For example, let’s say you’ve been completing several one-off jobs but would rather take on large, longer-term commercial contracts, you need to create a plan that helps you work towards that particular goal. You may want to consider re-branding, offering different services, changing the way you talk about your business or networking to achieve your target.

3. Collect and Analyse Crucial Data

Another vital piece of the puzzle is analysing your customer data. For example, you should look into any feedback you’ve received, sales statistics and your customer churn rate. Holding a magnifying glass over your past interactions, successes, and mistakes will give you insight into what you’re doing well and where you could use some improvement. 

However, you can’t notice patterns and trends in data if you aren’t collecting any or are still relying on error-prone spreadsheets, paper documents and legacy systems to store information. However, field service management systems like BigChange include integrated CRM systems that allow you to look back at all your customer interactions and gain a complete picture of your company in one place.

Plus, by using our pre-designed email templates, you can easily send satisfaction surveys to your customers at the click of a button. As such, you’ll have the details you need to keep making improvements to your business, and your customers will feel more valued. 

Not sure how to calculate your churn rate or what might be causing it to be higher than you expected? Click here to read our helpful guide.

4. Build a Customer Profile

You’ve completed your research and put in the work to create a plan of action. Now, you should build a customer profile — or persona — that includes everything you need to know about the people you’re trying to target. The list below isn’t exhaustive, but you may want to think about:

• Their age range
• Their gender
• Their location
• Their relationship status (e.g. are they single? Do they have any children?)
• What influences their buying decisions
• What problem(s) do they need to solve?
• What concerns might they have about purchasing your goods and/or services?
• How much are they willing to spend?
• What are the best ways to reach this customer? (e.g. do they use Facebook frequently? Or perhaps they’re an avid email user)

Some questions may seem irrelevant at this stage, but they help build a clear picture of who would purchase your goods and/or services. Remember, the more in-depth you go when creating a customer avatar, the more knowledge you’ll have on attracting the right people to your business and building customer relationships.

Field Service Management Software Gives You the Tools You Need to Attract the Right Customers

Unsurprisingly, companies that focus on delivering a superior customer experience bring in 5.7 times more revenue than those that don’t focus on their clients’ needs. Therefore, it pays to hone in on your ideal customer and learn who they are so you can deliver outstanding services that alleviate their unique challenges.

With field service management technology, you’ll have full visibility over every customer interaction — from phone calls to emails and satisfaction surveys — giving you an excellent understanding of what’s working and what isn’t. As a result, you can keep improving your offerings and reach your business goals more rapidly.

Building Customer Relationships is Straightforward on BigChange

Some systems manage relationships. BigChange helps you master them.

Our fully integrated CRM system gives you a 360˚ view of every account, contact site and contract. Deliver positive customer experiences at every level thanks to an array of dynamic product features, and bring in new clientele with ease through the superior customer experience you can provide.

Want to find out more?
Discover how BigChange can make your business grow stronger here and arrange a free demo today.