#112 - Finding Your Best Customers with Andrew Michael, CEO at Avrio

<p>Finding your dream customers can be tricky, and knowing which customers aren’t a good fit is important. That’s where customer profiles come in handy. In this episode of <em>Awkward Silences</em>, <a href="https://www.linkedin.com/in/andrewmichaelsa/"><u>Andrew Michael</u></a>, CEO of <a href="https://www.avrio.com/"><u>Avrio</u></a>, discusses the importance of ideal customer profiles. Andrew draws upon his experience and shares insights on creating customer profiles, customer research methods, and tips on how to get started.</p> <p><strong>In this episode, we discuss:</strong></p> <ul> <li>The role of the ideal customer profile (ICP) in an organization</li> <li>Using thermographic and demographic properties to create an ICP</li> <li>Creating personas and segmenting audiences</li> <li>Conducting studies and collecting data about your customers</li> <li>How teams get ICPs wrong</li> <li>Tips and best practices for developing and using ICPs</li> </ul> <h2><strong>Highlights:</strong></h2> <ul> <li><strong>[00:06:03]</strong> The benefits of ideal customer profiles (ICPs) and who uses them</li> <li><strong>[00:08:15] </strong>Andrew discusses the details of how they developed ICPs at Hotjar</li> <li><strong>[00:11:34] </strong>Anti-ICP: Ruling out a large portion of your audience</li> <li><strong>[00:24:08] </strong>Andrew details how to discover criteria that reveal insight</li> <li><strong>[00:25:40] </strong>Tip: Don’t overcomplicate ICP, three or four defining characteristics are enough</li> <li><strong>[00:29:19] </strong>Anti-ICP: How to communicate with customers that you don’t want</li> <li><strong>[00:32:16] </strong>An effective ICP contributes to retention, alignment, and customer satisfaction</li> <li><strong>[00:35:44] </strong>Andrew's final piece of advice: ICPs “needs to be a company-wide initiative”</li> </ul> <h2><strong>Sources mentioned in the episode:</strong></h2> <ul> <li><a href="http://userinterviews.com/awkward"><u>userinterviews.com/awkward</u></a></li> <li