You’ve no doubt heard of customer profiles. Similar to a buyer persona, customer profiles are detailed descriptions of your target audience. They contain factual information about current and prospective customers. Everything you need to know about your customers is captured within this one representation. It’s important information for any company to have on hand, and the insurance industry is no exception.
What types of insurance products are required? What are the shopping priorities of prospective customers? How do they seek out and gather information? These details and many, many more live in the customer profile. Knowing them can be the difference between efficiently optimizing your marketing budget or wasting precious resources launching the wrong message about the wrong products toward the wrong target.
Something to think about first
A common mistake in undertaking a project like this is to take the time to compile all this great information and toss it into a Google doc or a spreadsheet. You end up staring at a raft of text thinking, “How can I make this make sense, not just to me, but to my team?”
“How can all this be integrated into Confluence so that all our teams and departments can collaborate and add their own ideas (without trying to crowd them all into the same conference room at the same time)?”
And possibly most importantly for you in the insurance industry, “How can we do all this while maintaining privacy and data security over important proprietary information?”
Good questions. Now for some answers:
The power of visualization
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So, how do customer profiles work? Let’s take a look.
The first thing we generally look at when profiling customers are standard demographics: age, race, gender, etc. If you’ve been doing business for any length of time, you probably already know a fair amount about many of these characteristics.
Do your customers skew younger? Or do you serve a more mature crowd? More male? Female? Non-binary or LGBTIQ+? Depending upon the answers to these questions, you’re going to want to adjust the way you communicate with your customer base. Do you concentrate mainly on social media, traditional media, or a mix of the two? And what message do you want to send?
Answers to these and other demographic questions can also illuminate what aspects of your products or services your customers find most valuable. An older clientele isn’t going to be buying a lot of big life insurance policies. A younger crowd just starting their families will have vastly different priorities.
Another important consideration is the socioeconomic status of your clientele. These are the details of your customers’ lives including such things as occupation, average household income, hometown or neighborhood. Are they single or married? With or without kids?
These details, like those demographic details mentioned above, provide you with valuable information about the types of purchases your customers are likely to make as well as what they can afford to pay. They can tell you how to position your product accordingly.
Things like household income can help you know whether your products fall under the category of “wants” for your customers or whether they qualify as “needs.” Do they need to find a way to afford you regardless of their personal finances? Or do they only come looking for you when they have some disposable income to burn? When you’re struggling to pay the bills from paycheck to paycheck, something like renters insurance or top-tier auto coverage quickly goes from necessity to luxury.
Psychographics are the more intangible traits or quirks of your target audience. What are their hobbies or interests? Where do they get their entertainment, and what kind of music or movies do they prefer? You can even dig deeper and try to identify any predominant anxieties or fears that your customers share and whether your products or services can help alleviate those anxieties. In fact, these anxieties, fears, and other psychological factors can be especially powerful drivers when it comes to purchasing insurance.
Of course, these are just some of the questions you need to answer when building your customer profile/s. Exactly what you need to know can be as unique to your company as a fingerprint. It’s important to take the time to really think about what it is that makes your customer base tick. Those are the details you’re going to want to include.
Take a look
So, you need a customer profile diagram. And you need draw.io. Check out the video below to see exactly how quickly, easily, and securely draw.io can help you create your own Customer Profile Diagram.