SURPRISE PLANNER CUSTOMER PROFILING

A customer profile is a description of customers based on their demographics,

backgrounds, hobbies, and interests. Businesses that offer ongoing services, as well
as subscription-based and product-based businesses, should use customer profiles.
Customer profiling help our business marketing strategy and efforts by determining
the best messaging, offers, products, and services to deliver to attract our ideal
client.

Basically, our business customer profiling is based on gender and whether the
customer have engage or never engage any surprise planer services. I have been
assigned to make customer profiling analysis according to female customer who
have engage and use surprise planner services before. From what we know,
female are more passionate when doing something and popular with their
perfectionist character especially in surprising someone regardless its for their family
members, friends, partner, colleague, lecturer and etc. So, our business can take
advantage from their characteristics to assist these female group to have a well
organize, perfect and significant surprise event for someone.

Women How get

Experience How
(Engage informatio How much
Age 20-29 with frequent Theme
with n about willling
years old Surprise making preference
Surpise Surprise spend
Planner surprise
Planner) Planner

There are 105 respondents taking part in our questionnaire in overall but 43 of
them are from female respondents and have engage surprise planner before. I filter
down my customer profiling group into certain criteria which are inspired from
our questionnaire in order to obtain our final target customer just like the above
diagram. From these 43 respondents, 72.1 % of them are from the age 20-29 years
old with 31 respondents followed by 18.6% by 30-39 years old with 8 respondents
and 7% with 3 respondents are associated by 40-49 years old customers’ group while
the customers from above 50 years old recorded the lowest respond at 2.3% with only
1 respondent. I decide to sort my customer profiling criteria under 20-29 years old
group because there are a high demand from these group for our surprise planner
services based on my observation according to the questionnaire participation. It also
can be due to their life style who are still active in social activities and tend to get
involve with society, friends or even family members more frequently.

In addition, our business also need to identify on how these group know about
surprise planner service whether thorough social media, advertisement, family
members, friends, website and etc. It is important for our business to choose the most
effective platform in order to make engagement with our customers. Based on my
interpretation, majority of the 20-29 years old female who have experience engage
surprise planner service associated by 27 respondents (87.15%) using social media
to get the information about surprise planner services while 6.45% (2 respondents) of
them said from their friends. The least preferable media reach to these group are
website and advertisement which 1 respondent said from website and another 1
respondent from advertisement. These respondents contribute 3.22% both for
website and advertisement respectively. The reason why these group are more prefer
social media can be influence by their age since they can be categorize as youngster
who are more technology savy compare to other groups. Basically, they using
technology for 24 hours for work, study, release stress or even they prefer going
online to purchase products and services.
 In order to know the actual demand and potential opportunities for our surprise
planner services, I specify my previous customer profiling group based on their
experience with any surprise planner. The outcome of the respond are same like I
have been expect, a lot of them do not have any bad experience with surprise
planner service in around 70.37% (19 respondents) while other 29.63% (8
respondents) said they have bad experiences. I narrow down my customer profiling
based on the respondents who never have bad experience because I assume those
in this categories are more easier to be approach by our business since they
already have trust and willingness to be approve by any surprise planner. They
already familiar the process how surprise planner conduct their work as well as have a
positive perception to surprise planner services due to their favourable experience in
the past.

Next, after we have a clear and solid criteria about our potential customers I will
filter down these group according to how much they willing to spend for surprise
planner services. Based on my findings, about half respondents 52.63% (10
respondents) in these groups are willing to spend RM 51-RM 100 and unexpected
only 2 of the respondents willing RM 15-RM 30 which about 10.53% even though the
price is cheaper. From these trend, I assume customer think surprise planner with
cheaper price range provide non quality surprise events. In order to gain their trust,
our business need to set price according their preference which RM 51-RM 100. It is
also important to know how much our potential customers price preference since its
help our business to adjust and set up our business according their demands and
preference within the budget.

However, we also needs to study how frequent our potential customers make
surprise for someone. This filter help us to forecast demand of our surprise planner
and able to track their purchasing behaviour for our business. From my observation,
most of our respondents giving “sometimes” responds rather than “always” responds.
There are 90% of them (9 respondents) always making surprise to someone
while another 10% of them (1 respondent), always making surprise whether for family
members, friends, partner, colleague, lecturer and etc. The reason why “sometimes”
answer dominated the questionnaire based on our customer profiling criteria is
because most of our target customer are from middle income group according to
how much customers willing to spend for surprise planner services. Most of the
middle income group not frequently spend their money for entertainment things due to
their limited source of income but have steady demand for surprise services.

Lastly, the analysis on which business area needs to be focus must be conducted.
I narrow down the previous customer profiling groups into which theme do you
prefer. Majority of them more prefer pastel theme rather than romantic and vintage
theme. There are 55.55% of them (5 respondents) prefer pastel theme followed by
33.33% (3 respondents) likes romantic theme and 11.11% of them (1 respondent)
more attracted to vintage theme. The relevant reason behind this result is female are
more attracted to something soft like pastel theme color. From these findings, we
absolutely know the soft theme surprise event able to appeal female groups
without doubt. To conclude, the target customer for surprise planner service is a
female youngster who at the range 20-29 years old which they are social media user
in the middle income groups and focus on pastel theme surprise theme event.