Gartner Research

How to Make Your Customer Personas Actionable Using Data-Driven Insights

Published: 03 January 2019

ID: G00346938

Analyst(s): Augie Ray

Summary

Personas are powerful tools to inform CX decisions, guide strategy, enhance collaboration and improve customer relationships. To make personas actionable, customer experience leaders must follow a data-driven process and prepare to tailor them when necessary.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Segments and Personas Aren’t the Same Thing
    • First-Party Data Is Key to Persona Development
  • Create a Dynamic Framework for Designing Personas
    • Understand How Personas Will Be Used to Maximize Persona Relevance
  • Deliver Data-Rich Personas That Leverage Comprehensive Customer Insights
    • Align Your Persona Development Approach With Your In-House Skills and Desired Level of Detail
    • Evangelize the Value of Personas Across the Organization

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