A Customer Focus After you determine what you are selling, the next critical part of the marketing plan is to understand to whom you are selling. Knowing your customer is essential to ensure that the company is delivering an appropriate message to the target market. Marketing success is about turning sales leads into profits. Not only should a company focus on servicing its current customer base, it must also seek out new customers. This module’s case will focus on defining your product’s customer demographic and psychographic profile, along with customer relationship management (CRM) and customer satisfaction metrics. CRM is about managing current and prospective customers for strong and long customer relationships. Case Assignment Check out Nielsen Insights to find out more about today’s customer. Visit Experian and Mosaic® to find out more about using marketing research to develop customer profiles. Using information from the websites and articles from the library’s full-text article databases (Academic Search Complete, Business Source Complete, and/or ProQuest Central), create a customer profile brief: Customer Demographics and Psychographics—A review of current customer demographics—explain why this demographic profile is your primary target market. Develop a demographic profile of the potential customer segment. List at least two demographic tools you can use to help develop the demographic profile. Potential customer market demographics. Define the psychographic profile of your customer. Customer Relationship Management—Find two CRM tools that help companies identify pertinent information about their customer segments. How will you use these tools to manage the customer relationship?