Customer Analysis Software

This customer analysis software model provides you with some forms or matrixes that should help you in your analysis of who are your customers and what do they want. The model is divided into five sections. The first three sections define the target audience or anticipated heavy users. They are: Segmentation; Purchase Process; and Purchase Process Priority. The last two sections define the message. They are: Benefits Sought and Benefits Delivered. Following is a brief explanation of each. The help section and case history provides more detail.

The first step in the analysis is Segmentation. You want to isolate the types of companies or families that offer the greatest sales potential. For example, in the four-part segmentation shown below, the primary target would be consumer product companies; with sales between $250,000,000 and $1,000,000,000; in alcohol, soap and pharmaceutical industries; and where new products account for at least 25% of total sales

Sample of Segmentation Graphs in Model

After you have selected the segment which appears to offer the greatest potential, the next step is to determine all of the people who are involved in the buying decision or Purchase Process. This would start with those that influence the sale such as channels of distribution and includes such people as distributors, wholesalers, jobbers and retailers. Other possibilities would be consultants, doctors, the press, associations, chief executive officers, current users, etc. Then it would be those who actually make the purchase or sign the check. This could be any segment from women 18-34 to data processing managers, depending on the particular product or service. The last group would be the end users, that could vary from kids to engineers.

Sample of Purchase Process Chart in Model

After you have completed the Segmentation and determined the Purchase Process for each segment, the next step is Purchase Process Priority. What that means is to list all of the people in the purchase process relative to their impact on whether or not the product or service is purchased. The person that you list as number one should be the one that exerts the greatest pressure. Number two would be the one second in importance and etc. For some products or services, the people at the top of the priority listing could be those that are influencers such as doctors for drugs or consultants for computers. For other products or services, it could be the actual purchaser such as women 18-34 for orange juice or kids for cereal.

You may say that you can list the people in the Purchase Process in order of priority, but those that you list as #1 and #2 are not at the top of the list in every company. This could be true. However, you will probably agree that those that you list at the top, remain at the top, and those that you list at the bottom, remain at the bottom. When you start budgeting your dollars, the first commitment should be given to the person who is listed #1, then followed by #2, etc. If you do not have these people listed correctly, you could be budgeting your money against the wrong people.

Sample of Purchase Process Priority Chart in Model

The next step is to determine the message that should be communicated to these people.  This involves the charts, Benefits Sought and Benefits Delivered. You list the various benefits offered by your product or service, as well as competition. Then the various people involved in the Purchase Process Priority rank these benefits relative to which benefits are the most important to them and which are the least important. The ideal way to do this is to go out in the marketplace and literally ask the potential customers to make this ranking. This is commonly called a benchmark study.

In practically all instances, you will find a different ranking for each of the people involved in the Purchase Process Priority. This is critical information, because in your communications you have to match up the benefits sought with the particular target audience. If, for example, a brand manager is looking for productivity, savings in time and lack of knowledge by competition, then these benefits should be included in your communications to him or her.

Sample of Benefits Sought Chart in Model

The last chart or matrix is Benefits Delivered. This is basically a score card which tells you individuals in the Purchase Process Priority rank the various products or services on their ability to deliver on the various benefits. You can tell the potential buyers to rank the various companies on their ability to deliver on a scale of 1 to 10 or 1 to 5 or any other method that appears appropriate. In the sample below,  pluses, zeros and minuses are used. The definition of a double plus is when the potential customer believes that a particular brand or company delivers on the benefits and they have a competitive edge. A single plus means that the product, service or company delivers on a benefit but they do not have a competitive edge. A zero means that the brand or company does not deliver on the benefit, but is not considered a major negative and a minus means that they do not deliver and it is considered a major negative.

Sample of Benefits Delivered Chart in Model

What you establish through the use of these last two charts is determining what is the right message to deliver (Benefits Sought) and then researching whether you are succeeding in the delivery (Benefits Delivered).

This is one of five models in this marketing software package. To view the others, click on "return to main menu" below. The complete package is only $29.95.

If you need any help in developing your plans, please e-mail  wml@wml-marketing.com

Also, why not take a look at our Strategic Marketing Plan software model. Just click on Strategic Marketing Plan Software.

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