- Customers are at the core of every
business's digital transformation
and the end consumer now drives those experiences.
They make the demands on every business.
There are three primary demands.
They demand that you know who they are
and that means creating a persona.
They demand that you know what I want,
when I want it, and where I want it.
And lastly, they demand personalized customer experience.
Let's start by talking about creating a persona.
You've probably heard of it, but what does it really mean?
It means creating a bio,
just like you would for yourself or anyone else.
You need to capture who they are,
what brands do they like,
and what things do they care about.
I'll give you an example of the value of creating a persona.
I had the opportunity to create a persona
for a retail company.
That persona was someone who owned a Toyota Tundra
and lived in Texas.
I then shared that same persona, a couple of days later,
with somebody in the media space.
They looked at those two things
and they said, "You know what?
I now know that that same person likes motocross
and look at those interesting brands that you called out."
I had the same persona in two different perspectives
but they both got great value out of that same persona.
Now, let's talk about what I want, and when I want it.
There's two ways to view this.
There's the internal view and there's the customer view.
Let's talk about the internal view.
I'm going to deliver a package.
So you start with a package and you say,
"Is it durable or perishable?"
Why? Because you need to know if it's refrigerated or not.
And then of course you ask yourself,
"Well am I delivering this to a business or to a consumer?"
If I'm a consumer, or a customer,
I start with, "Hey, I want to buy a good."
Am I going to be home or am I going to be away?
And do I want it now?
Or do I want it later?
Very different take on the same package.
Last, let's talk about customer experience.
So while customers want a highly personalized experience,
they want to know that they can trust you
and what you're going to do with their data.
They want guaranteed transparency.
Transparency about price and about the offer.
And they want security.
Now, taking all of that,
and establishing a relationship with your customer,
means truly knowing who they are.
That goes back to creating the persona,
understanding what they want, and when they want it.
And of course, they care about trust and transparency.
Customers are at the core
of every business's digital transformation.
But they're also at the core of your business's success.
So, the next time you want to find out
what your customer wants, and when they want it,
and where they want it, I challenge you to create a persona.
I promise you will see more customer satisfaction.