Meet your persona
In a world rife with mass production, finding a product, service or experience that feels perfectly aligned with you can feel like winning the jackpot. However, less by coincidence and more by design, you may be feeling that way because the product, service or experience you have just discovered has been designed for, and marketed to a customer persona. In other words, you.
“80% of customers say the experience a company provides is as important as its products and services.” - Salesforce
Customer personas are semi-fictional composites of a business’s ideal customers. Widely regarded as central to modern-day customer-centric business practice, personas enable businesses to prioritise their customers by gaining deep insight into their behaviour and how they choose to engage. This aligns the business’s strategy and teams around a single, clear, unified brand message. By making customers the focal point, all decision-making, products, services and experiences are now centred around their wants, needs, behaviours, motivations, perceptions and expectations. Getting your personas right means customers will be excited to spend their hard-earned cash with you.
Know your Customer Personas and what makes them click
As a business, the reward for successfully shaping positive customer experiences is customers are more likely to share their excitement with others while remaining loyal to you. That’s good for business growth.
A client-centric approach means you know your customers’ personas and what makes them click.
The following examples show how client-centric global brands use customer personas to drive success:
Apple
Personas: Apple used customer personas to segment the market into groups, such as tech enthusiasts, creative professionals, and everyday users.
Implementation: This segmentation guided product development, marketing campaigns and in-store experiences. For instance, Apple’s advertising often focuses on how their products can enhance creativity and productivity for different user types.
Netflix
Personas: Netflix developed customer personas such as "binge-watchers," "family viewers," and "independent film buffs."
Implementation: Netflix uses these customer personas to personalise content recommendations, create targeted marketing campaigns and develop original content that resonates with specific audience segments. This personalisation strategy has been key to Netflix’s growth and user engagement.
Spotify:
Personas: Spotify created customer personas to understand different music listeners, such as "casual listeners," "music enthusiasts," and "workout buffs."
Implementation: By leveraging these personas, Spotify developed features like personalised playlists (e.g., Discover Weekly), targeted ads, and user-specific notifications. This personalisation has significantly boosted user satisfaction and platform loyalty.
A sum of different demographic parts
A persona is fictional as it comprises a combination of aspects of a group of people. Customer Personas are detailed, unbiased, industry or sector-specific, tested representations of real demographics and people.
Design Thinking turns traditional business practice on its head because the customer journey is the primary focus, as opposed to an organisation's own brand goals or agenda.
Below are a few generic examples depicting customer personas. Notice how the service offerings shift from persona to persona based on the customer’s interests, goals and pain points.
Meet Eva, Carl and Sam
Here at Kaleidoscope, we are firm believers in adopting the very same methodologies we deploy for others. For example, we recently embarked on a Kaleidoscope website refresh. Via an in-depth process, we were able to distil our findings into three distinct customer personas to inform our new online web experience that is both customer-centric and meets our clients’ needs.
Curious about how we accomplished this? Look out for our next article where we introduce you to Enterprise Eva, Corporate Carl and Start-up Sam while taking you through our process, start-to-finish, step-by-fascinating step.
Kaleidoscope is a leader in Service Design, Organisational Design, New Ways of Work (NWoW) and Design Thinking, utilising a blended approach to guide your organisation to adapt and thrive.
Customer-centric businesses are primed to drive growth and scale, increase customer satisfaction and build long-term loyalty and support. Kaleidoscope revolutionises the workplace with flexible, sustainable practices that align people, processes and technology with an organisation’s strategic goals.
Let’s collaborate.
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