Title: Customer profiles are key to loyalty, February 8, 1999

The author makes a very good point in that understanding the drivers behind customer loyalty can be an important step in increasing earnings and profits. I agree in the fact that you need to sell products that your customers value and need in order to be successful. Although that concept seems simplistic, companies still try to market products that it thinks the customer values.

Determining what the customer wants is critical in the business world because if you have a product that nobody wants then you're out of business. So determining what the customer wants becomes very important to you and it is necessary in making

In order to be successful you must first identify your customers needs and wants. By using customer profiles you can understand the types of customers and build a shopper loyalty by targeting the needs. The first thing you should do is to discard any pre-conceived notion that the company knows what is best for the customer. The general trend of ever- increasing growth and ever-expanding globalization makes customer profiles even more important. A customer in one country is not going to have the same needs and wants as someone in another country. Therefore, you need clear, specific profiles that can target different segments of the market. These profiles can be used to paint a vision of the kind of business you'd like to have and how you'd

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Approximate Word count = 502
Approximate Pages = 2 (250 words per page double spaced)