Customer profiles serve as the foundation for effective customer engagement, decision-making, and strategic planning across teams at the majority of companies, but especially in SaaS. As a leading SaaS platform, we recognized the urgency of redesigning our customer profiles to fully meet the needs of our users and to seamlessly incorporate innovative product offerings — which were geared toward helping our customers pinpoint and engage the right audience through targeted retention campaigns and loyalty rewards programs. The journey to revamp these profiles was an intensive undertaking that resulted in creating new profiles that not only satisfied the diverse needs of our customer base but also maintained a clean and easily digestible visual interface.

Users in sales, account management, marketing, and customer support roles are eager to uncover specific insights in customer profiles to drive their respective functions. According to a study by Salesforce, 64% of sales professionals prioritize understanding a customer's purchase history and buying patterns when visiting a customer profile. They also look for potential upsell or cross-sell opportunities, with 58% emphasizing the need for information about customer preferences and past interactions.

Account managers, on the other hand, rely on data from customer profiles to ensure customer satisfaction. The Harvard Business Review reports that 73% of account managers emphasize identifying and addressing customer pain points in their profiles. They seek insights related to service history and feedback to tailor their approach effectively.

Marketers, backed by a survey from HubSpot, are increasingly interested in customer segmentation. 72% of marketers prioritize demographic and behavioral data in customer profiles to create personalized campaigns. They also look for engagement metrics, such as email open rates and click-through rates, to refine their messaging.

For customer support professionals, an Accenture study indicates that 86% of them value the ability to access a customer's interaction history when dealing with inquiries. They require insights into past issues and resolutions to provide efficient and empathetic support.

Overall, these users rely on data-driven insights from customer profiles to make informed decisions that enhance the customer experience, increase revenue, and strengthen client relationships.