lOMoAR cPSD| 70487227
l
IMPORTANCE OF THE CUSTOMER – STUDY GUIDE
🧠 KEY TERMS & CONCEPTS
Term Definition
Attention Economy
Human attention is limited; marketers must compete for
it.
Customer Persona A fictional profile representing a target market segment.
Customer Experience A visual journey of all touchpoints between a brand and a
Map customer.
Global Citizen A person identifying with global values and communities.
Tribe A niche community tied by shared beliefs or interests.
Behavioural The study of decision-making based on psychological
Economics insights.
Intrinsic Motivation Driven by internal satisfaction (e.g., joy, values).
Extrinsic Motivation
Driven by external rewards (e.g., discounts, loyalty
points).
Heuristic A mental shortcut used in decision-making.
🧠 CUSTOMER-CENTRIC THINKING
● Good marketing understands customer motivation and decision-making .
● Marketing is no longer just about selling products — it’s about fitting into lives .
● Successful brands use data and psychology to align offerings with needs,
emotions, and values .
, lOMoAR cPSD| 70487227
🧠 DIGITAL IMPACT ON CUSTOMER BEHAVIOR
● Digital Disruption : Tech like Netflix, Uber, and Airbnb shifted expectations.
● Customers expect personalization, immediacy, and ease of use .
● The internet removes middlemen → brands must constantly prove value .
🧠 TOOLS FOR UNDERSTANDING CUSTOMERS
1. User Persona
● Built from real data (not guesses).
● Includes demographics , psychographics , and motivators .
2. Customer Experience Map
● Tracks every stage of the customer’s journey (e.g., browsing, buying, using).
● Identifies pain points and emotional reactions .
3. Day in the Life (DILO)
● Helps identify practical, tech, and timing needs based on daily patterns.
⚖ MOTIVATION TYPES
Type Examples
Intrinsic Love, fun, values, achievement
Extrinsi Discounts, loyalty points, urgency ("Only 2
c left!")
l
IMPORTANCE OF THE CUSTOMER – STUDY GUIDE
🧠 KEY TERMS & CONCEPTS
Term Definition
Attention Economy
Human attention is limited; marketers must compete for
it.
Customer Persona A fictional profile representing a target market segment.
Customer Experience A visual journey of all touchpoints between a brand and a
Map customer.
Global Citizen A person identifying with global values and communities.
Tribe A niche community tied by shared beliefs or interests.
Behavioural The study of decision-making based on psychological
Economics insights.
Intrinsic Motivation Driven by internal satisfaction (e.g., joy, values).
Extrinsic Motivation
Driven by external rewards (e.g., discounts, loyalty
points).
Heuristic A mental shortcut used in decision-making.
🧠 CUSTOMER-CENTRIC THINKING
● Good marketing understands customer motivation and decision-making .
● Marketing is no longer just about selling products — it’s about fitting into lives .
● Successful brands use data and psychology to align offerings with needs,
emotions, and values .
, lOMoAR cPSD| 70487227
🧠 DIGITAL IMPACT ON CUSTOMER BEHAVIOR
● Digital Disruption : Tech like Netflix, Uber, and Airbnb shifted expectations.
● Customers expect personalization, immediacy, and ease of use .
● The internet removes middlemen → brands must constantly prove value .
🧠 TOOLS FOR UNDERSTANDING CUSTOMERS
1. User Persona
● Built from real data (not guesses).
● Includes demographics , psychographics , and motivators .
2. Customer Experience Map
● Tracks every stage of the customer’s journey (e.g., browsing, buying, using).
● Identifies pain points and emotional reactions .
3. Day in the Life (DILO)
● Helps identify practical, tech, and timing needs based on daily patterns.
⚖ MOTIVATION TYPES
Type Examples
Intrinsic Love, fun, values, achievement
Extrinsi Discounts, loyalty points, urgency ("Only 2
c left!")
