Score your existing customers to surface the pattern among your strongest ones, so your ideal customer is built from evidence rather than from who you wish you served.
List your current and recent customers and score each 1 to 5 on the five dimensions of a genuinely good customer. Higher is better on all five. Profitability: 1 = barely breaks even, 5 = among your most profitable. Fit: 1 = needs things you do not do well, 5 = squarely in what you do best. Ease to serve: 1 = constant friction, 5 = smooth and low-maintenance. Loyalty: 1 = one-and-done, 5 = long-term and sticky. Refers others: 1 = never refers, 5 = actively sends you business.
| Customer | Profit | Fit | Ease | Loyalty | Refers | Total /25 |
|---|---|---|---|---|---|---|
Circle the customers with the highest totals (your best group) and the lowest (your worst group).
Looking only at your best group, answer:
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