Published: 28 April 2022
Personas are powerful tools to inform customer experience decisions, guide strategy, enhance collaboration and improve customer relationships. To make personas actionable, loyalty and customer relationship leaders must follow a data-driven process and tailor them to specific purposes.
Personas that don’t convey meaningful customer insight that impacts internal understanding of customers’ wants, needs and motivations fail to inspire action.
Personas focused too narrowly on demographic factors such as age or purchase frequency cannot drive CX change because they fail to illuminate the unique needs, expectations and motivations of important groups of customers.
Marketers see personas as a one-and-done activity, rather than iterative tools that are constantly changing based on customer sentiment and behaviors.
Loyalty and customer relationship leaders focused on customer experience design and execution should:
Create personas based on customer segments defined by customer needs,
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