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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I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

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