In business, the ideal savior often appears under the name of marketing.
It’s easy, as an entrepreneur, to believe that if you increase the marketing budget, the business will automatically grow.
But growing your customer base by 89% just to compensate for the 89% you are losing because you’re not offering a good experience is not a great deal.
The first step is to understand your customer better.
1. Create customer profiles (Customer Personas).
Develop detailed profiles of your ideal customers — demographics, needs, behaviors, pain points.
Beyond that, you can go deeper into customer typologies.
You may have different categories of customers.
Some are motivated primarily by one benefit, others by a different one.
There are customers who come rarely (for example, only for major treatments or when they are in pain — if we take a dental clinic as an example), but there are also customers who, besides the big treatments, also come for maintenance (such as regular cleanings).
Each customer category responds to different loyalty strategies.
2. Map the customer journey (Customer Journey).
Identify every step the customer takes in interacting with your brand — from first contact to purchase and beyond.
3. Constantly gather feedback.
Use surveys, interviews, and direct conversations to understand what works and what doesn’t.
💡 The key question you need to answer is:
“Where are customers getting frustrated or stuck?”
For a practical approach, I’ll give you an example from a case study with a dental clinic, details here: https://www.mariushuza.com/aesthetic-dental-clinic#clienti
