I'm bored the standart persona profiling method at B2B SAAS. All of them almost include same things such as demographics, firmograpghics or technographics. Because of that we all look from the same perspective to our customers.

While these methods have their merits, they often overlook critical aspects of customer understanding, resulting in a limited perspective on our customers.

To address this gap, I'd like to introduce the Hate-Concern-Complaint (HCC) Customer Profiling Framework. This model aims to create a more targeted and effective customer profile by focusing on understanding customers' pain points, frustrations, and concerns.

Here's a roadmap for implementing the HCC Framework:

Conduct research to understand what customers dislike about existing products or services in the market. This could include frustrations with specific features, poor customer service, or high prices.

Identify concerns that customers have about the industry or the problem the product or service is trying to solve. This could include worries about data privacy, security, or environmental impact.

Gather feedback from customers about their complaints with current products or services. This could include issues with product quality, customer support, or billing.

Analyze the data gathered in steps 1-3 to identify patterns and segments within the customer base. This could include groups of customers with similar hates, concerns, and complaints.

Develop customer profiles based on the segments identified in step 4, highlighting the key hates, concerns, and complaints of each group. Use these profiles to inform product development, marketing, and sales strategies.

I will continue refining this method and share more detailed versions in the near future.

— Emre