What is a Customer Profile Template? Steps and Examples

What is a Customer Profile Template? Steps and Examples cover

Are you selling your product to the right people? How do you even know if you have no clue what your ideal customer looks like?

That’s why you need a customer profile template. They help you understand your target audience better so you can connect and engage them more easily.

Read on to find out the different types that make a customer profile, how you can create a customer profile template in 5 steps, and some customer profile examples.


The customer profile template contains different types of data, including:

  • Product engagement data such as product usage patterns and interactions with different features of the product.
  • User sentiment data regarding the positive and negative emotions the user experiences while interacting with your brand.
  • Demographic data includes characteristics such as age, gender, education, and job.
  • Psychographic data such as the user’s core, values, religious views, hobbies, and interests.
  • Behavioral data delves into how ideal users make purchasing decisions and interact with brands.
  • Geographic data such as users as city, area, region, or country.
  • Here are the 5 essential steps to creating a customer profile:
  1. Perform user research to understand your target audience. You can collect data via multiple sources, such as feedback surveys, user interviews, product data analytics, and firsthand observations from your customer-facing teams
  2. Create a high-level customer journey map with all the relevant touchpoints to contextualize the collected data.
  3. Analyze data to find similarities and patterns among your users. Then, create user segments around these similarities.
  4. Create your customer personas either using software such as Hubspot or customizing an online template.
  5. Create negative personas outlining who your product isn’t for so you can avoid targeting them and wasting resources.
  • SaaS companies utilize a variety of customer profile templates, including:
  1. The Simple Customer Profile Template focuses on key customer details, aiding in tailoring communications and strategies for impactful, personalized interactions.
  2. The B2B Customer Profile Template captures in-depth insights into business clients, aiding in developing strategies for partnership and revenue growth.
  3. The Target Audience Customer Profile Template aids B2C companies in reaching individual buyers.
  4. The Buyer Persona Template focuses on the decision-maker’s pain points and goals, helping sales and marketing teams tailor pitches for closing deals.
  5. The Ideal Customer Profile Scorecard evaluates prospects using a weighted scoring model, helping prioritize those most likely to convert.
  6. The Segmented Customer Profile Template combines multiple profiles, helping you visualize differences and similarities between different segments.
  • Want to get started with customer profiling? Book a Userpilot demo and we will explain how you can best collect and analyze user data for this purpose!

Try Userpilot and Take Your User Engagement to the Next Level

What is a customer profile?

A customer profile is a detailed outline describing your ideal customer’s characteristics, including age, location, job, and preferences.

It helps businesses tailor their offerings and marketing to meet these needs, ensuring a more personalized approach to reaching and serving customers.

A screenshot of a customer profile template example
Customer profile example in Userpilot.

Benefits of creating customer profiles

Creating customer profiles allows businesses to better understand their users, fine-tune their strategies, and connect more effectively with their target audience.

Let’s discuss these benefits in more detail.

Increase the number of product-qualified leads

Having a customer profile in place makes it easier for sales and marketing teams to identify good-fit customers who will make product-qualified leads.

This detailed insight then allows you to customize your marketing and sales campaigns, ensuring they are tailored to the needs of potential customers.

As a result, you attract more individuals interested in what you offer and increase the number of qualified leads.

Provide better customer service

Creating customer profiles allows customer service teams to anticipate customer needs and proactively address them.

By understanding your customers’ specific challenges, you can develop self-service support options that allow them to find solutions efficiently.

This level of personalized care enhances the customer experience and fosters loyalty and satisfaction, as customers appreciate the effort to address their needs directly.

Drive retention through personalized experiences

Understanding customer pain points in detail through customer profile templates enables the creation of hyper-personalized experiences within your product.

This relevance is key to increasing user engagement. Customers are more likely to interact with features that directly address their concerns.

Repeated engagement, fostered by these personalized experiences, encourages product adoption and significantly boosts retention rates.

What data should a customer profile template include?

Customer profile templates should be packed with key customer data that paints a comprehensive picture of your ideal customer.

Product engagement data

Product engagement data focuses on how customers interact with your product, providing invaluable insights into usage patterns.

This type of data includes details on how customers engage with onboarding materials, which product features they use most frequently, and how much time they spend inside the product on average.

Collecting and analyzing this engagement data helps you understand how your product is used and guides improvements.

These improvements can be in user onboarding, feature development, and overall product experience, ensuring your offerings align closely with customer needs and preferences.

User sentiment data

User sentiment data dives into the emotional landscape of your customers’ experiences, offering a deeper understanding of their feelings.

User sentiment analysis uncovers the positive and negative emotions customers experience while using your product. It also collects valuable product improvement suggestions directly from the users.

By closely monitoring and evaluating user sentiment, businesses can pinpoint areas that delight customers and may require refinement. This feedback loop is crucial for driving product improvements and enhancing customer satisfaction.

A example of a user's submitted user sentiment data that helps you build a customer profile template
Customer sentiment data analysis in Userpilot.

Demographic data

Demographic data provides a foundational understanding of your customers by detailing their characteristics. This data includes:

  • Age
  • Gender
  • Marital status
  • Job title
  • Education level

Access to this information enables sales and marketing teams to craft personalized messaging that resonates with the specific segments of their audience.

For instance, understanding the job titles and roles can help tailor communication and message strategies to address each role’s unique job-to-be-done.

Demographic data also assists in determining the most effective communication channels, whether email, social media, or direct contact, ensuring your marketing strategy is seen and appreciated by the target audience.

Psychographic data

Psychographic data takes you beyond the surface, offering insights into how your ideal customers think.

Information gathered under psychographic data includes:

  • Hobbies and interests
  • Personality traits
  • Core values
  • Religious views
  • Political affiliations

This deeper understanding reveals customer pain points, desires, and how the features and benefits of your product align with their needs.

Behavioral data

Behavioral data delves into the patterns that define how your ideal customers interact with brands and make purchasing decisions.

This data type is key to understanding user behavior and fostering customer loyalty. It includes information on:

  • Engagement with brands on social media platforms
  • Purchase history of similar and complementary products
  • Criteria for making purchase decisions, such as good value or high quality
  • Duration of loyalty to a brand
  • Reasons that can stop them from using a product or service

Geographic data

Geographic data is essential for understanding how location influences how customers interact with your brand or receive their products.

This type of data segments customers based on their physical locations, such as city, area, region, or country.

Knowing where your customers are located allows for more effective content localization, ensuring that your products and services are adapted to meet each target audience’s cultural, linguistic, and regional preferences.

How to create a customer profile in 5 steps

Follow these five simple steps to craft a comprehensive customer profile template that will guide your business strategies and help you connect with your audience on a deeper level.

Step 1: Perform user research to collect customer data

Conducting thorough user research lays the foundation for creating a customer profile template.

This step is crucial and requires more than just educated guesses—it demands a detailed exploration of potential and current customers.

Collect customer feedback with in-app surveys & interviews

Gathering customer feedback is vital to user research for a customer profile.

You can trigger different customer surveys at strategic points in the user journey, allowing you to assess different aspects of the customer experience.

By implementing in-app surveys, such as Customer Effort Score (CES), Customer Satisfaction (CSAT), NPS survey, and Product-Market Fit (PMF) surveys, you can get detailed insights into user expectations.

A example of a in-app survey to collect feedback for a customer profile template
Create in-app surveys with Userpilot.

You can go one step further and invite survey respondents to one-on-one interviews to delve deeper into their wants and needs. These interviews allow a more nuanced understanding of user experiences, expectations, and perceptions of your product or service.

To recruit interview participants, trigger modals for relevant users, offering a small incentive as a reward for their time and willingness.

An example of a in-app survey with an incentive
Send in-app messages with modals to recruit interview participants.

Analyze product usage data to spot patterns among different groups

Delving into product analytics is key to understanding how different users engage with your product.

Analyzing usage data allows you to identify patterns and similarities in how various customer groups use your product, which is essential for refining your customer profiles.

This analysis helps answer critical questions, such as which features are most popular among existing customers with similar “jobs to be done.”

A screenshot of a product usage report in Userpilot to help with a customer profile template
Monitor product usage with different dashboards in Userpilot.

Dig deep into individual user analytics

Going beyond broad patterns, analyzing individual user analytics is crucial for a granular understanding of your customer profiles.

This process involves user behavior analytics, where you scrutinize each user’s interactions with your product to uncover their specific pain points, most-used features, goals achieved, and usage trends.

By focusing on individual user data, you can perform a detailed product trend analysis, observing how users engage with your product over time.

This approach allows you to identify what works well and what doesn’t on a personal level, offering insights into how to enhance the user experience for each segment of your audience.

A individual user analytics report useful for customer profile template
Analyze individual user activity to get granular insights into user behavior.

Get user insights from service, sales, and marketing teams

Your customer-facing teams, such as those in customer service teams, sales teams, and especially in customer success roles, are invaluable sources of user insights.

These teams interact with customers regularly, giving them a front-row view of the customer’s issues and preferences.

By engaging with these teams, you can gather firsthand observations for your customer profile that may not be visible through data analysis alone.

Step 2: Create a high-level customer journey map

A customer journey map is an essential document that outlines every touchpoint a customer encounters on their path to achieving a goal with your company. By mapping out these customer touchpoints, you gain a comprehensive view of the user experience from start to finish.

Creating a high-level user journey map helps to contextualize the data collected in customer profile templates. It paints a detailed description of how users interact with your brand across various stages and channels.

This mapping process highlights the key moments that define the customer experience and identifies opportunities for personalization at each touchpoint.

A diagram showing a customer journey mapping
Create customer journey maps and list all the relevant touchpoints.

Step 3: Analyze the data and find patterns

Once you’ve collected a rich set of data for your customer profile, the next step is to make sense of it all by identifying clusters of similarities and differences within your user base.

This process involves dividing your users into groups based on shared characteristics, behaviors, or preferences.

By examining user behavior patterns, you can uncover how different segments interact with your product, their common pain points, and what drives their satisfaction.

An example of a report of user behavior to spot patterns
Conduct trend analysis to identify patterns in user behavior with Userpilot.

Step 4: Create customer personas and maintain them

After gathering and analyzing your data, the next step is to create customer personas, fictional characters representing your ideal customers.

It’s advisable to create 2-5 core personas to cover the breadth of your user base without getting overwhelmed by too many details. Each persona should encapsulate the essential characteristics of a significant audience segment.

You have different options for creating these personas. You can use tools like HubSpot’s “Make My Persona” for a customer profiling process that generates personas based on your input data. Alternatively, you can customize free customer profile templates available online.

Keep in mind that customer personas are not set in stone. As your product evolves and you gather more user data, revisiting and updating your personas is crucial.

This ensures they remain accurate and reflect your current user base, allowing you to maintain their effectiveness in guiding your business strategies.

A diagram showing a user person example
Userpilot’s user persona example.

Step 5: Create a negative customer profile

A negative customer profile or persona represents the types of personas that are not your ideal customers. Understanding who you don’t want to attract is just as important as knowing who you do.

Creating negative customer profiles helps focus your marketing and sales efforts more efficiently by identifying and avoiding the segments of the market that are unlikely to convert into profitable customers.

Negative customer profiles highlight characteristics that make certain individuals a poor fit for your product or service. This could be due to a variety of reasons, such as:

  • Individuals in a lower income bracket who cannot afford your product.
  • Students who download your content for educational purposes but have no purchasing power or immediate need for your product.
  • Avid fans who align with your brand’s message and values but are not actual customers or prospects.
Source: Brafton.com.

Types of customer profile templates used by SaaS companies

SaaS companies utilize a variety of customer profile templates to understand better and connect with their target audience.

Here are some customer profile template examples you can use to create your own.

Simple customer profile template

A Simple Customer Profile Template is designed to capture the most crucial information about your customers, including age, location, interests, and preferred communication channels.

These customer profile templates are particularly useful for businesses embarking on their journey to create customer profiles. It serves as an excellent starting point, providing a foundation for more detailed profiles in the future.

Incorporating details about preferred communication channels is essential for implementing effective omnichannel communication strategies. By understanding where your customers spend their time and how they like to receive information, you can ensure that your messages reach them most effectively.

An example of a customer profile template
Source: HubSpot.

B2B customer profile template

B2B Customer Profile Templates are designed to gather comprehensive insights about your ideal business-to-business (B2B) customers.

These customer profile templates go beyond basic demographics to include critical details such as business size, industry, annual revenue, organizational structure, strengths, weaknesses, and budget allocations.

By understanding the factors influencing a business customer’s decisions, such as their revenue growth rate and budget constraints, you can more effectively align your offerings with their goals and pain points, enhancing the potential for successful, long-term business relationships.

An example of a B2B customer profile template
Source: Fit Small Business.

Target audience customer profile template

A Target Audience Customer Profile Template is particularly valuable for business-to-customer (B2C) companies focused on reaching individual buyers.

These customer profile templates facilitate a detailed customer analysis by including sections for a professional overview of target customers, their current products, and the benefits and challenges associated with those products.

By delving into these areas, businesses can uncover market gaps and opportunities for innovation, allowing them to tailor their products and marketing strategies more effectively.

An example of an audience customer profile template
Source: Smartsheet.

Buyer persona customer profile template

A Buyer Persona Customer Profile Template is an essential tool for growth teams, especially within organizations where the end-users of a product differ from the individuals making the purchase decisions.

These customer profile templates are specifically designed to focus on the stakeholders with the authority to make buying choices, such as C-suite members and senior executives.

Understanding that the people who use the product may be someone other than the ones approving the purchase, this template aims to equip the sales team with the insights needed to engage effectively with decision-makers.

By using this template, sales professionals can tailor their pitches and presentations to address the specific concerns and objections of the decision-makers, facilitating a more targeted and persuasive sales approach that is likely to result in successful closures.

An example of a buyer persona customer profile template
Source: Idei. club.

Ideal customer profile scorecard template

The Ideal Customer Profile Scorecard Template employs a weighted scoring model to quantitatively assess potential customers’ suitability for your business.

These customer profiles include sample benchmarks that guide the scoring process, helping to ensure a consistent and objective assessment of each prospect.

They allow you to systematically evaluate prospects based on key factors, including their need for your solution, budget constraints, purchase timeline, and decision-making process.

By assigning scores to these critical aspects, you can effectively predict customer needs and prioritize your efforts towards those most likely to benefit from and engage with your product or service.

An ideal customer profile scorecard template
Source: Zendesk.

Segmented customer profile template

The Segmented Customer Profile Template is designed to consolidate multiple customer profiles into a single document. This approach is particularly beneficial for visualizing and understanding the relationships and differences between different customer segments.

Businesses can easily compare and contrast customer segments by grouping profiles and highlighting unique preferences, behaviors, and needs.

This comprehensive view assists in identifying cross-segment trends and opportunities for tailored marketing strategies, product development, and personalized customer engagement.

A segmented customer profile template example
Source: Smartsheet.


No product will be successful if the right people aren’t using it. That’s why a customer profile template is useful: it clarifies who exactly your customers are so you can target them.

If you want a tool to help you gather and analyze the information you need to build your customer profile template, book a Userpilot Demo and see how you can get started.

Try Userpilot and Take Your User Engagement to the Next Level

previous post next post

Leave a comment