Understanding your customers

The following tool has been designed to demonstrate the way customers can be segmented using the various different variables reviewed in the previous section. You will find on the following pages a series of questions about your customers.

You be will be able to answer some of the questions about your customers straight away. Others you may need to consult with your customers. Or you may prefer to use the questions to develop a small customer survey.

When you have completed all the questions you will be presented with a customer profile. The profile is designed to give you an understanding of the current customer market for your service in terms of their behaviour patterns and travel preferences. There is also an option for you to view the other customer types identified in this profiling tool.

Please note that in order for the tool to be relevant to as many different types of businesses and services as possible, the questions asked are by necessity, very general. However, once you have gained an understanding of how market segmentation works then you may want to repeat the exercise asking questions that are more relevant and more tailored to your specific business. ...

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