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Tìm Hiểu Chân Dung Khách Hàng

Tìm hiểu chân dung khách hàng

Hình dung chân dung khách hàng là yếu tố cần thiết để hướng đến phân khúc cũng như thị trường của doanh nghiệp. Hãy cùng tìm hiều cách phác họa một chân dung khách hàng.

Định nghĩa chân dung khách hàng

Vậy, thế nào là chân dung khách hàng? Tất cả chúng ta đều có tính cách riêng. Chúng ta được sinh ra ở đâu đó, làm việc ở đâu đó, ăn thứ gì đó mỗi ngày, chúng ta đều có thứ mà chúng ta thích và không thích, điều ta yêu và ghét, nỗi sợ hãi và sự lười nhác và chúng ta thích việc mua hàng của những thương hiệu nhất định và không mua của những thương hiệu khác. Đó là tất cả những đặc điểm về tính cách và đó chính là những yếu tố quan trọng để đánh giá thông tin trong marketing. Dựa trên thông tin về tính cách và hành vi mua sắm, profile khách hàng sẽ được tạo ra bởi các chuyên gia marketing, sau này sẽ trở thành công cụ để xây dựng chiến lược marketing.

Cách tạo chân dung khách hàng

Một cách tiếp cập với marketing là tạo ra Chân dung khách hàng, sự kết hợp giữa dữ liệu có sẵn về tính cách của người mua hàng với những dự đoán khôn khéo để tạo nên một hình ảnh giống nhất với khách hàng tiềm năng. Hình ảnh được xây dựng nên được gọi là chân dung khách hàng đó sẽ là hình mẫu mà theo đó toàn bộ chiến dịch marketing sẽ được tập trung vào.

tìm hiểu chân dung khách hàng Tìm hiểu chân dung khách hàng

Các bước chi tiết để tạo chân dung khách hàng

Xây dựng chân dung khách hàng là một công việc mang hơi hướng kinh doanh. Mỗi doanh nghiệp sẽ tạo ra một chân dung dựa trên mục tiêu doanh nghiệp, giá trị, đối tượng khách hàng mục tiêu, kế hoạch tương lai và những người có thể mua hoặc không mua sản phẩm của doanh nghiệp đó. Tính cách của mỗi khách hàng mỗi doanh nghiệp có thể khác nhau nhưng quy trình để xây dựng chân dung khách hàng thì tương đối giống nhau.

Soạn thảo mẫu cá nhân

Qúa trình này bắt đầu với việc tạo nên một mẫu bao gồm hình ảnh và chân dung về những tính cách cơ bản của nhóm khách hàng dựa trên những tương đồng về độ tuổi, nghề nghiệp, phong cách sống. Mẫu này sẽ giúp các marketer tạo nên được chân dung ảo về khách hàng và hiểu được những điều một người thích, ghét, giá trị họ theo đuổi và làm thế nào để tiếp cận những người đó. Điều này có thể là cơ sở để tạo nên câu slogan hoặc tag-line có thể thu hút sự chú ý hay kêu gọi hành động của họ.

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