Customer profiling is the key to effective marketing

It costs about seven times as much to find a new customer than to keep an existing one. This is why customer service is so important to companies. An awareness of customer satisfaction should underpin all sales and marketing activities.

Whilst it is important to define a customer in terms of demographic considerations (how old they are, where they live, what car they drive, what they read, what they like to do in the spare time etc), it is perhaps more important to consider their attitudes and behaviours - as these are the real determinants that encourage people to think and act in certain ways.

Our focus is very much on customer behaviour when it comes to profiling audiences. We seek a psychological understanding of the influencing factors on their decision-making processes.

We also think about ways to develop a real connection between the client and the customer - in marketing, relationships are everything. Meaningful relationships are based on the satisfactory achievement of mutual needs. Relationships are built on trust. Relationships take time. Relationships are honest. Relationships are two way streets.

Think about this from your own personal experiences. How do you feel about the companies that you do business with and the stores where you shop? Do you feel as if you have a real relationship?