Understanding Your Customers

Introduction

Why Does it Matter?

The purpose of understanding customers better is simple: to make your business more profitable by being able to offer your customers what they want, when they want it.

Broadly, you do this by:

  • finding out about your customers’ purchasing habits, opinions and preferences.
  • profiling individuals and groups to market more effectively and increase sales.
  • changing the way you operate internally to improve customer service and marketing.

Read on to see how one business got closer to its customers and what it might mean for you.

About this Guide

The guide tells the story of one company, The Everyman Theatre, and its investment in understanding its customers. Its experience should be a helpful introduction to the subject for businesses of any size. To help you apply it to your own situation, the guide includes boxed-out sections of general advice.

Published by the Department of Trade and Industry. www.dti.gov.uk
© Crown Copyright. URN 04/1724; 10/04

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