From the course: Journey Mapping: Case Study in Action
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Defining a customer persona
From the course: Journey Mapping: Case Study in Action
Defining a customer persona
- It may seem like defining the customer is something that would happen naturally. But when putting a journey map together, we need to make sure we're all talking about the same customer. Most brands have different types of customers and lots of different segments. But to create a journey map, we need to narrow our focus and define a specific customer persona. A customer persona is a fictional person that represents a segment of your customers. A persona might include information like demographics, job titles, and specific needs around your brand. We use a persona because it helps us connect with how our journey works for this one customer. We can always build out a more robust map in the future by bringing in other personas. If you've never defined a customer persona before, use whatever available research and data you have about your customers. Or create an ideal customer persona for your goals. Either way, having…
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