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What Is a Customer Persona?
How does your company communicate information about your customers to your teams, or how does your marketing team know to whom they are marketing? You cannot take actual pictures of your customers and present them to your team like cops do during an investigation. Instead, many companies use customer personas to help identify and present information about their customers internally. A customer persona is a generalized representation of your typical customer.
For example, Al's Grocery uses the following customer persona to help their team relate to and understand their customers:
- Grandma Betty: This persona represents older customers who are more price conscious.
- Soccer Mom Molly: This persona represents a younger customer who is feeding a full house. She is looking for more bang for her buck and buys in bulk.
- Single Sally: This persona represents a single businesswoman who needs to buy less groceries and is more about health food than price.
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- 0:03 What Is a Customer Persona?
- 1:04 Usefulness of Customer…
- 1:52 Creating Customer Personas
- 2:40 Tips for Creating…
- 3:37 Lesson Summary
Usefulness of Customer Personas
So, why do companies create customer personas? First, customer personas help the company get to know their customers better, which helps to improve training and customer service. For example, if Joe the cashier at Al's Grocery understands that Grandma Betty is price conscious, he will anticipate her having coupons and may even suggest specials for her.
Customer personas also help with marketing and sales. It is difficult to put together a marketing campaign if you do not understand your customers' needs. For example, if the marketing team understands that one of their main customers is Soccer Mom Molly, then they can put together an advertisement that would appeal to her sense of savings and buying in bulk. Overall, understanding more about the customers will help the company as a whole.
Creating Customer Personas
Now that we have looked into what a customer persona is, we will look at how companies develop these personas. First, companies will look at the buying history of customers to develop personas. This will provide information about the products they buy, how often they buy, and other related information. Next, companies can look at demographic information to distinguish customers in the personas. For example, Single Sally was created based off a representation of a certain age group that shops at Al's Grocery that are not married.
Personas can also contain customers' occupations if the company has access to that information. Personas are not about profiling your individual customers, but rather deal with putting together general categories that your customers can fall into.
Tips for Creating Customer Personas
Companies use personas more often to educate their teams and build stronger marketing campaigns. Let's take a look at some tips for creating useful customer personas.
- Don't get carried away. You only need to create three to five personas that make up the majority of your customers. You may have some customers that don't fit into one of your personas, but you do not want to create one for each customer.
- Include your team when creating personas. They are the ones that have the most contact with your customers and will be able to provide the most insight.
- Use forms to collect your data. Include the information you are looking for on surveys, social media, and any other forms that your customers have access to. For example, when a customer fills out a survey on their experience, you can ask them demographic information, how many times a month they visit your store, etc. This information is easily accessible and can help to create customer personas.
Companies have found that creating customer personas - generalized representations of their typical customers - can help their business. Customer personas can help companies understand their customers and get to know them better. They can also help with marketing efforts. Customer personas are created using research, buying history, and customer information. Some tips for creating customer personas are to create only a few key personas, include your team in the creation process, and try to gather customer information whenever possible. Customer personas are a great way for companies to have a snapshot of their customers.
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Customer Personas: Definition & Examples
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