CX Tip #9: Bring Customers to Life With Design Personas

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CX Tip #9: Bring Customers to Life With Design Personas
(Customer Connectedness)

Big Lots CEO David Campisi mentioned “Jennifer” 25 times on a single earnings call. She’s not a real customer or even a real person. Jennifer is a design persona, an archetype that is representative of a key customer segment. Here’s why Campisi believes in using a design persona:

“I am confident in developing a new mentality to focus on her and all facets of our business will pay off and begin to drive positive comps over time.”

One of our 10 CX Mistakes to Avoid is Treating All Customers the Same. Organizations need to identify key customer segments and design experiences to meet their specific needs. Design personas help an organization have a common understanding of the needs of those segments.

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About Bruce Temkin, CCXP
I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

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