What Is a Customer Profile?

A customer profile is a fact sheet that businesses use to study consumer behavior and analyze their customers’ interaction with their products and services. It serves as a tool for improving overall user satisfaction. A customer profile is often analyzed then used to enhance customer experience.   

According to the Houston Chronicle, customer service is more than just being polite and respectful. It also affects business profitability and is a significant factor in retaining customers.   

Facets Of A Customer Profile

An individual or group’s demographics are considered valuable data in today’s content-driven and ‘personalized experience’ world. Companies use it to identify trends and improve relationships with their customers. Customer profiles can contain various data but some common features include the following:      

Age: Knowing who uses your product or what group is most likely to purchase your product is essential to any business. You need to know what age group drives your sales the most and who is more willing to use your product. To illustrate, an older ‘Boomer’ population might not be as keen to use your app; whereas, millennials and members of Gen Z are more likely to use it frequently. You need to be able to quantify data using the right metrics. For example, what percentage do millennials represent from the customers that purchase your product or service? Location: Geography is sometimes taken for granted. But for others, it is the primary driver of their business and even the reason for setting up shop. Identifying those within your locality or captured market allows you to better understand patterns of purchasing behavior. Spending Pattern or Habits: Keeping in mind your target market, it’s important to assess your customer’s purchasing power. From this you will be able to infer which customers have the ability and likelihood to buy and use your product. This is closely related to household income. Determine what income bracket they fall under (e.g., middle income, upper middle class etc.) and judge who your best customers are. Gender: Many businesses target both the male and female population. But some services are gender-targeted. Which among the two is more likely to buy or need your product? Having measurable data can help improve the way you market a product or service. Civil Status: Having an idea of what percentage of your customers are either married, single or have families can help you analyze or predict behavior. Would a family man or a bachelor be more inclined to use a dating app? Would a married woman with kids be more likely to purchase an 8-piece dining set as opposed to a single woman? Knowing which of these groups tend to use your service more can help you improve and promote better customer relations.

How To Create a Customer Profile

Profiling can be done in many ways and can contain different key information. What matters is how you organize your information and eventually what you choose to do with it. These simple steps can help you create a readable and informative customer profile:  

Step 1: Establish A Format

A profile usually comes in the form of a fact sheet. It is clearly arranged and divided into sections. Others come in table format or in questionnaire form to be filled out by the customers themselves. You can add colors or generic photos to make your profile more vibrant.    

Step 2: Identify and Compartmentalize 

Start by identifying your target market so you can plan out your customer profile. You could focus on your best customers. By careful observation and intentional study, you will eventually be able to differentiate between your loyal customers and intermittent or seasonal customers.    

Step 3: Do Your Research 

Employ different methods to conduct your customer research. Interviews, survey forms or customer data sheets can help you gather relevant information. Obtain the customer’s contact information and ask them for their feedback. Everything can be online nowadays. Give them an incentive to fill up online surveys by rewarding them with prizes or promotional discounts.  

Step 4: Fill In the Details   

Fill up the form with the information you collected. Anytime you need to update or reassess your data, you’ll be able to refer to your customer profile and modify information along the way. Applying what you have learned about your customers and using it to your advantage can help you accomplish significant business goals.  


What should be included in a consumer profile?

Basic demographics should be part of a consumer profile. These may include the customer’s age, sex, location, marital status, income, and educational attainment. Other more comprehensive profiles might include the consumer’s hobbies, interests, fashion preferences, musical tastes, spending habits, places frequented, etc.

What is customer profile analysis?

It is a method of studying data that is obtained by customer profiling. It is used for examining consumer behavior, market trends, spending patterns, and product preferences. It helps businesses learn how to better relate to their customers.

How do you write an ideal customer profile?

The best way to start is by observing your best and loyal customers. Note their characteristics and any pattern or behavior that stands out. Make an effort to know more about the customer and ask him or her for their honest feedback. Build your customer profile using the data you gathered.

In a perfect world, all customers would be ideal. And businesses would not have to worry about not meeting customer satisfaction. Obviously, not all customers are ideal in the real world. Anyone working in retail or in the hospitality industry know that customers can sometimes be difficult to deal with. But using customer profiles as a tool will enable companies to serve and understand their customers better. Pick a sample template above and get to work!