Location: Primary location in Sturgis SD but other locations in Arizona, Colorado, South Dakota, Iowa, Minnesota, New Mexico, Nevada, and Texas.
Education Level: High school, college, or higher education
Occupation: Various different jobs
Marital Status: Any
Household Size: Varies from one to eight
Psychographic Information
Interests & Hobbies: Interests and hobbies vary among our customers.
Values & Beliefs: Sustainability is one of the biggest values of our clients.
Lifestyle: Many of our customers like to have life-work balance and have time to spend with their families
Personality Traits: They vary with our customers, some are more business oriented and others are more introverted and just do what they do.
Motivations: Security and Trusting the bank to do what is in their best interests
Challenges & Pain Points: Some are trying to keep the family company going, others trying to save for their kids college, and others trying to pay the bills.
Behavioral Information
Buying Behavior: The buying habits are different for everyone, however they are mostly just spending money on everyday necessities.
Product/Service Usage: They use the online banking the most, or if they are older customers, they have the convenience of calling in and having questions answered for them.
Online Behavior: Most use the app and others can look at accounts on the website.
Customer Journey: Most people hear of us by word of mouth then come in and talk to our bankers then open an account, after they do that they might look at having a loan with us or they might just have a checking account.
Goals and Objectives
Short-Term Goals: Keep money in the checking account, or getting a personal loan for a car or other personal purchase.
Long-Term Goals: Build up the savings, or get a long-term loan such as a mortgage and own a home.
How Your Product/Service Helps: People are able to come in and apply for funds to help make their dreams become reality.
Objections and Concerns
Potential Barriers: Having bad credit or no credit, having charged off accounts.
Common Questions: What “are the interest rates” or “what is my payment” are the most common questions that customers ask when getting a loan.
Influence Factors
Influencers: The big thing that drives the influence on people is the lifestyle that they live.
Media Consumption: Media consumption is different between all of our customers depending on the age and the lif
Quotes & Real-Life Examples
Customer Quotes: employees are willing to work with customers
Case Studies: When customers call into the bank they talk to people right away and they don’t have to go through automated machines.
