How to align your business persona with your user personas.

1. Building a
Business Persona
by Michelle Rose-Innes
to attract and retain customers and
improve business performance

2. business
product/
service
business
product/
service

3. !
"Supposing is good,
but finding out is better.”
!
MarkTwain

4. Relationship style • Mindset • Routines • Processes
!
Business culture •Values • Unique point of difference
!
Uncovering your
Business Persona
15mins

5. Services
from the customer
perspective

8. Are we too occupied in our own businesses
that we fail to see what the picture
looks like from outside?
!
(Sahar, Coffee Republic)
Question

9. 80%
of companies think they are doing well
!
8%
of customers agree
!
Source:PeterFisk2013

10. A very satisfied customer will tell 3other people
!
A dissatisfied customer will tell 12other people
!
A very dissatisfied customer will tell 20other people
Customer Satisfaction
Source:PeterFisk2013

11. 98%of dissatisfied customers never complain
they just leave
Source:PeterFisk2013

12. 65%of lost customers are due to
negative experiences
Source:PeterFisk2013

13. 75%of negative experiences are
not related to the
product
Source:PeterFisk2013

14. The biggest reason people leave is because
they don’t feel appreciated
Source:PeterFisk2013

15. Retaining Customers

16. It costs3times more
to acquire than to retain a customer
!
!
It costs12times more
to win back a dissatisfied customer
Source:PeterFisk2013

17. If customers have a better understanding of your service,
it can result in increased customer appreciation for
the value of the service.

18. Qualitative Research
!
Ethnographic research, tools and methods
!
The key is to ‘get inside’ the way people see things, how they
experience things, their behaviours and perceptions.
!
With this research you can design a service that works better
for them and ultimately better for your business.
!
More commonly know as “service design”

19. • Persona cards
• User journey mapping
• Vox pops
• Insight gathering
• Service blueprint
• Workshops
• Focus groups
• Behavioural mapping
Ethnographic research, tools and methods

20. Touch Points
“point of contact”
!
advert / shop / directions / social media / texts / radio /
referral / email / phone call / signage / website / email
marketing / linkedin / tv / trade fair / conference /
seminars / buses / emailer

21. A user journey experience using touch points

22. Shoes Sales
person
Box/bag
receipt
Present-Service
Shop
service
re-visit
ShopAdvert
Pre-Service
BackStageUserExperienceTouchpoint
Phone
Call
Advert/
flyer
Text
Post-Service

23. Building
Customer Personas
What are they?
Why use them?
How do you create them?
Why bother?

24. A frame of reference ‘tool’
To discover more about your users so you can
design your service around their needs
!
A way of capturing the unknowns (the human factor)
that statistics can’t always reach.
!
Quantitative needs qualitative
!
!

25. Profile or Persona?
Profiles (quantitative)
!
For gathering facts; age, gender,
job, income
Tick box questionnaires
You can compare people based
on facts and definitives
Predictable
You can make conclusions easily
No need to be there at the time
Removed from personality and
behaviours
Personas (qualitative)
!
For gathering insight; thoughts, behaviors,
experiences, likes, dislikes etc.
Individual user discussions
You can conclude from thoughts, behaviours
and experience
Not so predictable
Conclusions are more intuitive
Need to be where they use the service
It’s all about personality, character and
behaviours
!

26. !
!
EMPATHY is identification with the way of
thinking, feeling and behaving of others in a
situation.

27. Persona’s used for new product development
Using real people to create ‘Personas’

28. !
Persona’s are like mobile “user stories”
!
!
(Personas may seem broad brush
but they are still evidence based)

29. Examples

30. Insight Gathering
(understanding user needs not your needs)
!
!
!
Why do they want to use your service?
What are they trying to achieve?
What need has motivated them to seek outYOUR service?
What is their story?

31. Empathy Map
By Osterwalder , Business Model Generation book

32. !
!
!
!
Find out your Business Persona (brand)
Find out your Customer Persona
!
Design your business to meet the needs of your customer
In turn, this should make your business perform better
!
Be customer centric
Be user friendly
Keep customers satisfied
Find new ways of doing business differently for the customer
Retain your customers
!
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2
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33. “people pay more for simple services”
thank you
Siegel & Gale 2013