How we used data-driven personas to radically improve the customer experience

Most conversations around People spend with the marketing or product teams. These groups use personas to define typical customers based on their demographics, tastes, values, background, goals, challenges, aspirations, etc. A person profile includes a picture and some statements that represent the person.

It may include where to reach that person, especially for marketing purposes. The product team can use it to design a successful product, so that a product is sticky, has higher performance, and has fewer technical issues.

Using people-based services in implementation, customer support, and customer success is an essential foundation for startups and early-stage companies. We did, and it has transformed our company.

It started with an internal commitment to become a 100% customer-centric organization. We knew we could improve the customer experience, which was good, but not the level we strive for. We were satisfying customers, but we weren’t ecstatic about them either. We looked at every process, delivery, product and customer engagement through the lens of the customer and committed to a method of constant reinvention to improve the customer experience.

So, let’s dive into the numbers.

Personas persist throughout the customer lifecycle. From sales to implementation to support, customer success and renewal.

While each client implementation was different, there were some similarities and features that we could combine across multiple sets of clients. We analyzed 250 data points: about two-thirds were internal, and the rest came from secondary company and market research.

Some of the items we looked at were:

  • Have they used a competitor’s software?
  • What is your reason for choosing us?
  • Are they moving from spreadsheets and files?
  • What specific problems are they trying to solve? For example, one client noted that competitors provided partner quotes in hours instead of his company, which took several days.
  • What is your main goal with our software?

We added this intelligence to the standard knowledge transfer call between sales and implementation teams to learn as much as possible about the customer. We used all of these points to classify each customer into one of four personas. These people work for us. Your customer data can lead you to create the people who matter most to your customer base.

We categorized our implementations into four different people.

  • Simplicity — Focused on speed of implementation, time to success and early functionality. CSMs should be involved in 30-60-90 day planning and best practices early.
  • marketing — Focused on design and partner experience. They can ask 10 questions about the image gallery on the home page of the member portal. They will ask about specific design elements, like whether buttons can have rounded corners instead of squares, etc.

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At Ikaroa, we understand the importance of providing each and every customer with a memorable experience that keeps them coming back. That’s why we recently decided to use data-driven personas to radically improve the customer experience.

The idea of data-driven personas originated with the research that we conducted into the customer base at Ikaroa. We envisioned that if we could better understand the different types of customers our business was serving, we could then create tailored experiences for each of these customer segments.

In order to make the personas come to life, we began by collecting data from a variety of sources such as surveys and interviews. We then used analytical tools to break down the raw data into more understandable groupings. The data points we used to classify customers included gender, income levels, geography and purchase history.

Using this information, we created five distinct personas to represent the core customer segments at Ikaroa. We then tailored our products and services to meet the needs of these personas, resulting in an enhanced customer experience.

By using data-driven personas at Ikaroa, we have seen a significant increase in customer satisfaction and loyalty. We have also been able to provide more personalized experiences that have allowed us to cement our longevity as a successful business in the long run.

At Ikaroa, data-driven personas have been an invaluable tool in improving the customer experience. By understanding who our customers are, and what they want, we have been able to create experiences that help us stand out from the competition and increase our success.


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