Set up your persona and customer journey
Posted: Sun Feb 02, 2025 9:14 am
Once a hypothesis about the customer's issues has been formulated, the next step is to set up a persona and customer journey map. A persona is a concrete representation of the typical characteristics, needs, and issues of an ideal customer. By setting a specific persona, you can get a real feel for the customer's feelings and motivations. In the case of BtoB, it is desirable to create namibia consumer email list personas not only for the company but also for the person in charge of purchasing.
Persona Customer Journey
Figure: Examples of company and staff personas
A customer journey map clearly visualizes the process a customer goes through from learning about your company or product to purchasing. By visualizing the customer journey, it becomes clear what challenges the persona faces at each stage and what they are looking for. Setting these two things also creates a common understanding within the marketing department and prevents deviations in measures. For successful nurturing, it is essential to use these tools to predict customer behavior and thoughts and design the optimal approach. Please refer to the detailed explanation
of how to set up personas and create a customer journey map here .
3. Design the scenario
To encourage behavioral change in customers through nurturing, it is important to provide content at the right time to meet their needs. To do this, appropriate scenario design is required. First, identify the channels that the persona usually uses. Based on that, prepare the information required at each stage and content that will interest them. Next, refer to the customer journey and design a scenario for what content to provide at which stage and by what means. This scenario design will be a roadmap for smoothly progressing the customer's journey and conveying the necessary information at the right time. Developing detailed steps may be time-consuming, but it is essential for an accurate approach.
Persona Customer Journey
Figure: Examples of company and staff personas
A customer journey map clearly visualizes the process a customer goes through from learning about your company or product to purchasing. By visualizing the customer journey, it becomes clear what challenges the persona faces at each stage and what they are looking for. Setting these two things also creates a common understanding within the marketing department and prevents deviations in measures. For successful nurturing, it is essential to use these tools to predict customer behavior and thoughts and design the optimal approach. Please refer to the detailed explanation
of how to set up personas and create a customer journey map here .
3. Design the scenario
To encourage behavioral change in customers through nurturing, it is important to provide content at the right time to meet their needs. To do this, appropriate scenario design is required. First, identify the channels that the persona usually uses. Based on that, prepare the information required at each stage and content that will interest them. Next, refer to the customer journey and design a scenario for what content to provide at which stage and by what means. This scenario design will be a roadmap for smoothly progressing the customer's journey and conveying the necessary information at the right time. Developing detailed steps may be time-consuming, but it is essential for an accurate approach.