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