When I hired Maria I swear I didn’t quite understand everything she said. But no, it wasn’t her accent, it was WHAT she was saying. You see, I’m a developer, not a marketer.
She kept asking me “Who is our dream customer?” . I kept telling her who our target was: developers. Pure developers – no matter their location, gender, age or any other attributes that might attempt to put them into a box. But Maria continued to ask “WHO is our dream customer?”.
To be frank with you, I thought she wasn’t quite listening. So we kept on going with our cycle as normal and she eventually stopped asking me…
…until we went on “cool off week”, which is what we call the week where we reflect on past cycles and plan for the cycle ahead. I also did say to Maria that she could use the time to do something that was wanted to do rather than what we needed to do.
This was it.
I basically didn’t hear from her for the week (the benefits of working remotely). When I did, it was random questions here and there and she did the same with the rest of the team. I was very confused, but you know, the idea is to trust the people I work with so I waited to see what was coming up.
By the end of the week, we had a presentation about our dream customers. And that is what I want to share with you today.
Throughout this post I will:
- Outline how we created our dream customer profiles
- Summarise the 7 most important lessons we learned from this exercise
- Give you an example of an ideal customer profile
Creating the Dream Customer Profile
The first thing we did was to select our best customers from our 3 different price tiers.
We chose the customers that currently are our dream customers: customers that we have a great relationship with, and customers who use our services to do amazing projects and are steadily growing with us.
Next, we researched our chosen customers online to find out any information that could indicate their personality traits, goals and needs and frustrations. In terms of personality, we estimated their positioning along spectrums in the “5 Personality Traits” model.
Lastly, we drew 3 general conclusions about each and looked for similarities and differences across them all.
7 Essential Lessons
Lesson 1: Our dream customers possess an eagerness to learn
See? That is why you are still reading this article and we decided to share it with you.
Just like the Taggun team, our customers possess an inquisitiveness that runs through their veins. Growing in their personal and business life is very important to them.
Lesson 2: Our dream customers tend to have an entrepreneurial spirit
Learning and having an entrepreneurial spirit does often goes together. It’s no different with our people. No one is doing only “my job” and usually they have interested and capabilities in different areas. They are all about looking for opportunities and have the confidence to jump in and implement them.
Lesson 3: Our dream customers aren’t necessarily pure developers
That was a shock to me!
In saying this, our dream customers are open to the developer and technical concepts.
One of our most important discoveries was that it is not mandatory for our dream customer to be a developer. By looking at some of our best current customers, and painting the picture of our future ideal ones, many had roles that were more business-orientated, rather than technical-focused. E.g., CEOs, Founders and Product Strategists.
However, as previously mentioned, they do have an interest and willingness to grasp the more technical side of things and because they are learners, they have to “learn and do” attitude.
Lesson 4: Our dream customers join us when they’re still small
So they can grow with us. And that is super exciting.
Lesson 5: Our dream customers tend to educate and improve themselves using podcasts and videos
Because they know that collaboration is everything is these days! More than ever, people are craving communities and online is the way to go in the current landscape.
Lesson 6: Our dream customers tend to enjoy being part of online communities
Because they know that collaboration is the not-so-secret weapon for success these days! More than ever, people are craving communities and online is the way to go under the current landscape.
Lesson 7: Our dream customers want to use technology for the greater good
And that is why our dream customers are all around legends. They are here to change the world, to break rules and use technology for the greater good.
Dream Customer Profile Example
I’d like to give you a more concrete idea of how we structured our dream customer profile, so you can do the same if you wish (as you would know already… and based on the insights we have gained at Taggun, I highly recommend the exercise).
You might be wondering what are we doing with all of this information … Well, let me tell you.
Knowing all these things about our dream customers is very important because now we know who they are. We have de-anonymised these people and minimised our assumptions about who we are aiming to work with.
They are now more than just a job title. We actually understand (and can even relate to) what makes them get up in the morning. This helps us to know how to talk to them and figure out how we can best meet their needs, so we grow with them.
When we do anything we now ask ourselves: “Will Eric like this?”. Not people like Eric. We actually ask if Eric will like this.
This exercise gave us a very powerful technique to visualise our customers and the lessons are transforming our strategies around how we attact new customers and most importantly, how we grow with our existing ones.