In the era of customer-centric marketing and hyper- personalization of the customer experience, empathy towards the customer becomes essential to face and overcome new challenges .
But how do you empathize with your users, first, and then with your customers?
The first step to take is perhaps the most complex and involves a real change of perspective that leads us to consider the customer, real or potential, not as a mere consumer, but as a person .
To do this, it is therefore necessary to abandon an objective perspective and go deeper, collecting and analyzing as much data as possible.
If in the past, marketing orientations and models had accustomed us to consider our audience only in terms of targets, that is, clusters of users identified mainly on the basis of specific demographics (gender, age, education, employment), today it is essentially qualitative and behavioral data that play a crucial role in profiling and segmenting one's users .
Understanding Customer Personality: How Psychology Can Help
Each individual has his own personality, we are different from each other, but in some ways, it may seem strange, we are similar.
Being able to know the salient traits that are common to multiple personalities becomes fundamental to segmenting customers.
Psychology also helps us in this list of andorra consumer email regard, and in particular the Big Five theory , which, among the various theories on customer personality, is considered the one capable of explaining more individual variability.
consumer psychological profiles
According to this theory, there are five major factors that influence customer personalities and allow for their categorization.
Let's find out more about them.
Extroversion : The extroverted personality is characterized by sociability , talkativeness, assertiveness and a high amount of emotional expressiveness . In contrast, introverted people prefer solitude, dislike conversation and have less energy to expend in public and social contexts.
Agreeableness : People who meet this characteristic are usually trusting , altruistic, kind and empathize more easily with others . On the contrary, people with a low degree of agreeableness are competitive and show little interest towards others.
Conscientiousness: Usually very worrisome, people characterized by conscientiousness are very goal-oriented and are able to effectively control their impulses. They pay attention to detail, plan every move in advance and are generally aware of their ability to influence others.
Neuroticism: Bad mood, emotional instability are the salient traits of neurotic personalities. They are unlikely to be able to overcome moments of crisis and deal with stress. On the contrary, non-neurotic people tend to be more stable even emotionally.
Open-mindedness: This is the characteristic that creative and intuitive people have in common. These are personalities who are eager to learn new things and have new experiences. On the contrary, people with little open-mindedness are traditionalists and averse to novelty.
These five factors and their opposites encompass the differ
