Imagine if you had the insight to say this:
Our company has five customer personas, with the “Felix, the First Time Buyer” being our top priority. This persona currently makes up x% of our client base.
Felix’s needs are x, y, and z, and his biggest challenges when making a purchase are a, b, and c.
We know Felix goes through the following purchase journey, with x being the most influential part of that journey.
One of our key corporate Key Performance Indicators (KPIs) is reaching x% of Felixs through our x, y, and z marketing programs. Our goal is to convert x% of them into long-term, repeat customers.
Here’s the plan to get that information:
Begin by having in-depth conversations with business leaders to learn their goals and challenges. Then conduct qualitative research through interviews with a diverse range of customers to uncover their needs, pain points, and desires. Synthesize those insights into a quantitative survey to validate findings across a statistically significant sample. Analyze the data to identify behavioral segments, and bring them to life through detailed customer personas and journey maps. Measure results and adapt tactics.
This strategic process typically takes 2-4 months. The end result is a comprehensive understanding of your customers and their needs. This deep customer insight enables the development of prioritized strategies and tactics that are highly relevant to customers and your business. By incorporating measurable KPIs tied to business goals, you’ll be equipped to execute strategies that deliver real business success.
