customer-persona-toolkit-smart-insights

customer-persona-toolkit-smart-insights - Customer persona...

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1 Customer persona creation toolkit
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2 Why a persona toolkit? When we work with marketers when training and consulting we find there is a lot of interest in customer personas. When we explain the concept, there’s often a “light bulb moment” where marketers see that they give a way to make their online communications more customer-centric and so potentially improve satisfaction, leads and sales. Furthermore they provide a great way to create a more holistic customer experience across channels. You will see from the examples of Customer Journey or touchpoint mapping that desktop, mobile and offline channels can be shown. We’ve been surprised, over the years, how many companies and their agencies are still not applying the technique - which we first discovered around 2003 – or they are using them in a simplistic way. So, to help you apply them for your business or your clients we’ve compiled this summary to inspire more to use the technique and to help by showing good practices, examples, what to watch for and where to find out more. Dave Chaffey and Dan Bosomworth
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3 How is the template structured? Main sections What are personas and different types of personas Examples of personas for different types of business Making the business case for personas 4 Persona creation and visualisation techniques Version: Version 1.1/1.2. May 2014. Examples of touchpoint and marketplace mapping added (Technique 1) and three of mental model/content model mapping added (Technique 4). Plus several additional examples in the first section. Please ask any questions or make comments via our forum . Acknowledgements Thank you for all of the contributors, in particular Dr Jon Dodd of Bunnyfoot who compiled several examples.
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4 What are Personas? A persona is a fictional character that communicates the primary characteristics of a group of users, identified and selected as a key target through use of segmentation data, across the company in a usable and effective manner ”. This ultimately enables the company to design the best user experience for its customers at all touchpoints, which is a key success factor in today’s business environment ”. Source: Seren (Foviance), Segmented Personas Note : From a commercial point of view, we can add that the aim of persona creation is to create more usable, persuasive multichannel customer experiences that supports decision making to increase purchase intent, satisfaction and advocacy.
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5 3 different types of personas Ad hoc personas “Quick and dirty” personas created through existing knowledge of the audience, without in-depth research. May be design or marketing-oriented and be narrative based or based on a summary of goals and characteristics.
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