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Customer-Centered Design: A New Approach to Web Usability by Karen Hyatt, Kreta Chandler

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Customer Profiling

Customer intelligence is not about the customer's IQ; it is about intimately understanding the customer. Customer intelligence is the body of knowledge—everything you need to know about the consumer—captured and analyzed. But how do you relate to someone you've never met? A body of customer intelligence integrates many types of research data to gain a 360-degree perspective of the “whole customer.”

There are several methodologies you can use to discover your customers' needs. We'll examine how customers may be grouped by their demographic and psychographic attributes. Then we'll explore ways in which you can identify and relate to them individually. Creating an ongoing dialog with your customers will gain you long-term loyalty. ...

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