Post by rahim on Jan 31, 2024 11:17:19 GMT 2
Attitudes-oriented. And it is precisely this need-orientation that helps personas achieve real added value compared to behavior-oriented customer types (but without them being mutually exclusive). What is the abstract challenge of mapping personas into the customer base? While sociodemographics and behavioral characteristics are usually well represented in the CRM (Customer Relationship Management System) - and target groups and different customer types can therefore be derived relatively easily directly in the CRM - this is much more difficult with personas.
Needs, attitudes and interests must be 'translated' with DB to Data the existing data and derived in the best possible way. The creation of personas is therefore often based on qualitative and/or quantitative market research studies with your own customers or on studies of people from external sources. The specifics of the personas are only known for a survey sample and usually have no direct correspondence in online or offline characteristics of the customer data For need- and attitude-oriented communication and relevant offers, it must be known.
Which customers belong to which personaand how the personas are distributed in the customer basePersonas without mapping in the CRM have less practical value, which is why mapping them back in the CRM is highly recommended. Why do companies need or use 'personas'? The focus can be on very different aspects:Creating and maintaining a company-wide visually supported idea of customer subgroups for the purpose of offering optimization, app/product development and communication Exclusively creative communication design.
Needs, attitudes and interests must be 'translated' with DB to Data the existing data and derived in the best possible way. The creation of personas is therefore often based on qualitative and/or quantitative market research studies with your own customers or on studies of people from external sources. The specifics of the personas are only known for a survey sample and usually have no direct correspondence in online or offline characteristics of the customer data For need- and attitude-oriented communication and relevant offers, it must be known.
Which customers belong to which personaand how the personas are distributed in the customer basePersonas without mapping in the CRM have less practical value, which is why mapping them back in the CRM is highly recommended. Why do companies need or use 'personas'? The focus can be on very different aspects:Creating and maintaining a company-wide visually supported idea of customer subgroups for the purpose of offering optimization, app/product development and communication Exclusively creative communication design.