What type of client is right for you?

Ideal Customer Profile (better known as ICP) is the ideal customer profile for your company. This type of consumer is very strategic, as it leads to a more accurate approach, increasing the number of sales considerably.

The ICP can be applied to any type of business, whether B2B or B2C, defining the ideal customer profile helps to better qualify leads, and to retain them faster, it also considerably reduces the company's churn, once you are approaching people predisposed to buy and continue with your brand.

Many confuse the concept of ICP with two other essential terms in the customer loyalty process: Target Audience and Persona. In this case, the three are part of a “procedure” to get to know your client, each one representing a different “step”.

Target Audience: Perhaps the best known among the three by the general public, as the name implies, it segments people who may be interested in your business, whether by location, income, or even personal taste.

The ICP is a breakdown of this segmentation, based on the company's sales history and its behavior in the market.

Persona: It is a character created from the details provided by your ICP, it can be done through interviews with your customers too, it seeks to understand in detail the behavior of consumers, it is considered the person's age, job, family, hobbies, let alone details the better!

Creating a persona helps you understand your customer's pain, facilitating their communication and loyalty. Although they have the same goals, persona and ICP use different paths to achieve them.

How to create your company's ICP?

It is based on its closest customers, defining common characteristics that they share, along with that, thinking about the efforts that the ICP can suffer in the purchase process.

In addition, you must take into account your type of business, if your company works directly with the final consumer (B2C), it is important to take into account data such as their engagement and the purchase journey.

If the focus of your business is with other companies (B2B), take into account the company's behavior, the market, its location, and revenue. Taking into account all these factors, your ICP will be consistent with your reality.

Organize all the necessary information in a document or spreadsheet so you don't forget, make it always available for your CS team to update as time goes by.

If you liked this type of content, don't forget to follow Partenero on social networks and follow the news that we are always posting there!