Personas
- Ben Clark
Personas have been used in marketing for a long time. They also provide huge value in CX.
As a CX user you're trying to improve your customers journeys, share information or perhaps sell things to different types of people. These "personas" are like made-up characters that represent different segments of people who share various attributes in common. Personas help you understand what these people may like, what they may need, and how they may behave.
When you use these personas in your CX strategy, it's like optimising directly for each type of person. You can create special messages and offers that match what they want. This makes your CX desicions more effective because it feels like you're speaking their language and offering things they really care about.
Personas commonly excel in these use cases:
Tailored Messaging: Personas enable you to craft highly targeted and relevant offers. With insights into each persona's specific interests and concerns, you can create content that resonates and engages more effectively. You can either pull the persona information directly into your rules using the Read Customer Attribute Public Template and build offers and decisions around them or use the Switch Case functionality to provide specific flows your the Personas you are interested in.
Planning Personalized targeted Experiences: You CX strategy needs to be planned and then reviewed on a ongoing basis. Personas should be a key input into this process. Alterian allow your Personas to be linked to specific steps in Alterian Journey Playbooks allowing you to clearly see which steps (Interactions or actions) are targeted to a specific Personas and to then link through to the specific rules targeting them.
Segmentation and Targeting: Personas aid in segmenting your customer base. By categorizing customers into different personas and segmenting on them you can optimize your CX decisions by directing resources to where they will have the most impact. The Switch Case functionality has prioritisation built in. If a customer has more than one Persona the top Persona shown in the Switch Case that exists for the individual will be used. You have full control on the prioritisation of the Personas on a Tile by Tile basis.
Data-Driven Decision Making: Personas providing a foundation for informed decision-making. The Personas information you have on your customers will be automatically passed into Journey Analytics. This allows you to see how each Persona or combination of Personas moves and weaves their way through your Journeys. (By relying on real insights about your customers, you can make strategic choices that are more likely to yield positive outcomes.)
In summary, personas play a pivotal role in enhancing your CX strategy by helping you understand your customers on a deeper level, enabling you to create personalized experiences, optimize your resources, and ultimately improve customer satisfaction and business success.
The setup and use of Personas in Alterian CX is intrinsically linked to the Customer Attribute functionality.