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By Anne M. Schuller (More) • Last updated on October 24.01.2024, XNUMX • First published on 25.05.2016/XNUMX/XNUMX • So far 8497 readers, 1833 social media shares Likes & Reviews (5 / 5) • Read & write comments
Personas are fictional representatives of a customer group that combines their characteristic characteristics, expectations and procedures. They replace the anonymous target group set by a human figure into which one can easily find oneself.
Why are personas so useful? Without empathy we lack creativity. For example, personas help employees who are only indirectly involved customers have to do the People behind the order number or the file number. And where only algorithms are used, data packets suddenly come to life.
For example, if you are writing a mailing: Imagine the person you want to write to! What if you do not know this personally? Then give the recipient a name and a face. Perhaps you know someone who looks and behaves like this, who has such views, attitudes and desires. Your neighbour? Your former Executive? Uncle Otto or Aunt Janni?
If Uncle Otto fits, then start writing this letter to Uncle Otto. You can almost picture him putting on his glasses, opening the envelope, delving into the contents, smiling and imperceptibly with the Head starts to nod: because your offer is attractive to him. And because he feels personally addressed.
The profile of a prototypical persona includes the following six elements:
This is how the “profile” of a persona could look like (in my book Touch.Point.Sieg you will find further examples, also from the B2B area):
In order to develop a persona, you should consult typical representatives from this customer group. Five to ten such persons are enough to work out the characteristics of their attitudes, needs, requirements and procedures.
In addition, observations, common sense and traces in social networks can be used to create an accurate persona. Colleagues from sales, customer service or complaint management can also provide valuable information. Finally, studies can help to work out what is typical of a group of people.
But don't let the marketing department design personas alone. Rather, it is best suited Employees, the daily in Contact are with the customers. A workshop in which you create personas with a detective's instinct, like the profilers at the police department, also brings a lot beyond the benefit Fun.
Their profiles, sometimes also called “buyer personas”, are ideally pinned to an office wall or on cardboard figures in order to be able to communicate with almost real people. In this way it is also supported that everyone has the same picture of a target person Eyes have when working on customer projects. And you can always ask yourself what the persona thinks of something and how they are feeling on their customer journey.
Then it becomes visible which personas belong to the Brand fit - and which do not. Furthermore, will clearwho is most likely to buy. In online marketing, personas can also be tagged, i.e. assigned keywords, so that advertising is only displayed when the relevant terms appear. Above all, however, any sticking points at the touchpoints can be resolved with the help of specifically played through customer trips.
Sandra is one of four personas of the online photo service Pixum. she is a Boy Mother. In order to optimize the online marketing of its photo calendars, das Companys In a workshop, Sandra's customer journey was scrutinized.
From the point of view of the persona, the participants played through step by step how Sandra made the plan to create a Christmas calendar for grandma and grandfather, and found in their research on the website of Pixum.
So-called heatmaps, usability tests and satisfaction surveys had already identified possible critical touchpoints in the customer journey. These were now matched during the workshop with Sandras Journey, their journey through the website. This is how Pixum found out where and how Sandra had to be retrofitted.
A weak point was, for example, that a photo calendar that was not yet completely finished could only be called up again after registration. The online photo service eliminated critical points like these and was able, as reported in Acquisa 10/2015, to significantly reduce both the bounce rate and the conversion rate when ordering photo calendars increase.
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Anne M. Schüller is a management thinker, keynote speaker, business coach and multi-award-winning bestselling author. She has been repeatedly named Top Voice by the business network LinkedIn. The business administration graduate is considered a leading expert in touchpoint management and customer-focused corporate management. She is one of the most sought-after speakers in German-speaking countries. For more than 20 years she held management positions in sales and marketing at various international service companies and received several awards. In 2015 she was inducted into the Hall of Fame of the German Speakers Association (GSA) for her life's work. Touchpoint management, customer loyalty and referral marketing. She also conducts power workshops on these topics. Your Touchpoint Institute trains certified Touchpoint Managers. Her clientele includes the elite of the German, Austrian and Swiss economy and Managementbuch.de is one of the most important management thinkers. Her bestseller “Touch.Point.Victory.” is Trainer Book of the Year 2016. Her bestseller “The Touchpoint Company” was named Management Book of the Year 2014. Her bestseller “Touchpoints” is SME Book of the Year 2012. When it comes to the subject of customers, she is one of the most cited experts. More information at www.anneschueller.de and www.touchpoint-management.de All texts by Anne M. Schüller.
RT @SimoneJanson: Touchpoint Management & Customer Journey: Personas are the new target groups - - Recommended contribution 1aoYm8klkZ
Personas are certainly a good tool to make target groups clearer. It's just a shame that the word “market research” isn't even mentioned in the article. A convincing persona is not only based on everyday experience and a few individual interviews, but on a lot of data and reliable information that is supplied by the various market research methods. Personas without market research run the risk of poetry and wishful thinking.
The best market research is when we ask customers directly. That's exactly what I suggest in the article:
In order to develop a persona, you should consult typical representatives from this customer group. Five to ten such persons are enough to work out the characteristics of their attitudes, needs, requirements and procedures.
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RT @Berufebilder: Touchpoint Management & Customer Journey: Personas are the new target groups - - Recommended contribution khPjyRgFjV
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