Within this two conceptual frameworks, you can go about articulating customer needs. Secondly, consider their more immediate needs, the 3Rs of responsibility, risk and reward for a given persona. ![]() But please note from the perspective of your customers, it is never about the technology it’s always about their underlying business problem or opportunity.Ĭustomer persona development provides a framework to conceptualise and put your B2B customers’ needs in context.įirstly, you need to consider the broader ecosystem within which your business customer persona find themselves. Now technology love, and the potential of technology, is a real thing.Recently a client said, “When customers ask about XXX, in this case it’s not about the technology.”.A customer persona framework helps guard against this tempting slope. ![]() ![]() When working to understand customers, the most common weakness is sliding into focusing on your technology, solution, favourite (or favorite for those West of the Atlantic) marketing communication channel or sales tool. Blue Market Segment with 4 Different Customer PersonaĪ customer-focused framework is useful for articulating detailed customer needs within your target market segments.
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