S1 E3 Introduction to Customer Personas

Summary

In the CX Matters Podcast, Justin Tippett interviews Rod Netterfield, an expert in customer experience, about customer personas. Netterfield explains that personas are semi-fictional characters representing a group of customers, synthesized from research data. They differ from customer segments, which are distinct groups based on specific characteristics. Personas help organizations connect with customers on a deeper level and guide the creation of products and services. The discussion highlights the importance of understanding the purpose of creating personas, the process of developing them, and the need for regular updates to reflect changing customer behaviors.

Takeaways

• 😀 A customer persona is a semi-fictional character representing a group of customers based on qualitative and quantitative research.
• 🔍 The difference between customer segments and personas is that segments are based on distinct characteristics like age or income, while personas are more detailed and include goals, motivators, and pain points.
• 📈 Personas help organizations build empathy and connect with customers on a deeper level, leading to better product, service, and experience design.
• 🚫 Avoid basing a persona on a single real person or someone you know well to prevent biases and maintain the semi-fictional nature of personas.
• 📝 There's no one-size-fits-all template for personas; they should be tailored to meet the specific needs of the organization and the purpose they serve.
• 💡 Including technology use in personas is increasingly important, reflecting changes in customer behavior due to events like the COVID-19 pandemic.
• 🤔 The number of personas an organization should have isn't fixed; it depends on the clustering of data and the customer groups that emerge from the research.
• 🔄 Personas are not static and should be reviewed and updated regularly to reflect changes in customer needs and behaviors.
• 👥 Creating personas is a collaborative effort within an organization, involving input from various teams to ensure broad adoption and use of the personas.
• ⏰ It's recommended to critically review personas at least annually, or more frequently if significant changes in the customer ecosystem or broader environment are observed.

Q & A

What is a customer persona according to Rod Netterfield?

A customer persona is a semi-fictional character that represents a group of customers who use a company's products or services or engage with its brand. It is created using qualitative and quantitative research to help organizations understand their customers better and build products, services, and experiences to meet their needs.

How do customer personas differ from customer segments?

Customer segments are distinct, specific groups of customers based on known quantities or characteristics such as age range, income, or life stages. In contrast, customer personas are semi-fictional characters formed from synthesized observations and data, with goals, motivators, and pain points, designed to create empathy within an organization for a group of customers.

Why are customer personas important for an organization?

Customer personas are important because they allow organizations to connect with customers in a deeper way, helping to build products, services, and experiences that better meet customer needs. They provide a human element to data, making it easier for teams to empathize with and understand their customers.

What should be included in a customer persona template?

A customer persona template typically includes a name, age, back story, location, needs, goals, pain points, and technology usage. It may also include how the persona engages with the brand, such as through specific platforms or devices.

Why should organizations avoid basing a customer persona on a single real person?

Organizations should avoid basing a customer persona on a single real person to maintain the semi-fictional nature of the persona. Using a real person, especially someone well-known to the team, can introduce biases and make it less effective as a tool for creating empathy and understanding within the organization.

How does the COVID-19 pandemic influence the inclusion of technology in customer personas?

The COVID-19 pandemic has disrupted life and changed how people use technology, leading to an increased focus on technology usage in customer personas. This includes how customers engage with brands through mobile technologies, desktops, or voice interfaces like Alexa.

What is the process for creating a customer persona within an organization?

The process for creating a customer persona involves determining the purpose for creating the persona, conducting qualitative and quantitative research, synthesizing the data, and developing a template that suits the organization's needs. It's important to involve multiple stakeholders within the organization to ensure the personas are used and owned by the team.

Is there a magic number of personas an organization should have?

There is no magic number of personas for an organization. The number of personas depends on the clustering of data and the needs of the organization. It can range from as few as one to as many as ten or more, but it's not defined up front and should evolve with the organization and its customer ecosystem.

How often should organizations refresh their customer personas?

Organizations should refresh their customer personas at least annually, but more frequent updates may be necessary if significant changes are observed in the customer ecosystem or broader environment. The personas should evolve with changing customer needs and expectations.

Who typically drives the creation of customer personas within an organization?

The creation of customer personas can be driven by various roles within an organization, including marketing teams, dedicated customer experience roles, or even call center managers. The key is to have clear sponsorship, understanding of the purpose, and the resources to implement the personas effectively.