Who really likes your company?

Who really likes your company?

Who really likes your company?

The dream of every marketing specialist is to discover a huge untapped or under-served segment and develop an offer that is irrefutable.

The search for segments of this size, however, often results in groups of customers that are too large and amorphous to create a value proposition that attracts them. What is the result? When trying to satisfy e-mail customers, companies end up satisfying few.

A better approach would be to focus marketing and product development efforts on one or more ideal target (s) - the "sweet spots".

An ideal target can be understood as a group of customers whose needs are so fully understood by the company that, when faced with a product designed especially for them, they say: "This is exactly what I need".

These are the customers most likely to bring profit to the company, year after year.

Certainly, a group defined in such a specific and refined way cannot be large enough to become attractive in itself. But this group is the target center of a larger population of customers with whom it shares many attributes - and which, therefore, is also attracted by many of the company's offerings.

To identify promising ideal targets, we recommend looking for the overlap of two groups of customers:

• Conceptually attractive customer segments identified by the market research department.

• Current customers who are already profitable promoters of the company's products and services.

"How likely are you to recommend our company's products or services to a friend or colleague?"

Promoters, as the name implies, are customers who not only buy company products or services, but also encourage friends, colleagues and family to do the same.


How to find them?

Ask customers to answer the question above on a scale of 0 to 10. The meaning of the score is as follows:

• Scores between 9 and 10: these are your promoters, that is, customers whose enthusiasm for the company and its products or services effectively make them your body of marketing volunteers.


• Scores between 7 and 8: this low score comes from passive subjects, with a lukewarm relationship with the company's products or services, to say the least. Don't count on them to drive profitable growth.


• 6 or less: these are the detractors. They are dissatisfied with the company and often express this dissatisfaction, driving potential customers away.

Profitable promoters are simply customers who, in addition to being satisfied with your brand, buy more and generate profits. These customers tend to be more receptive to new product offerings.

The market research department should seek to understand profitable promoters as much as possible, while also mining foreign market data to identify potentially attractive customer segments.

When the department finds a segment slice that shares many of the attributes of the group of profitable promoters, it has reached an ideal target.