Development and implementation model profiles and personas (Customer Revolution)
Development and implementation model profiles and personas (Customer Revolution)
Then the craft starts with the 4 phases from the model shown above.
1. Discovery
Discovering what the customer wants and what the organization can do starts with an exploration. The two authors advocate a methodical approach with an internal and external data analysis. This leads to preliminary hypotheses about how the customer thinks and feels, which you test with the customer's world and internally with your organization.
2. Define
The output of the Discovery phase consists of conversation reports, observations, data analyses and insights from the organization. Now it is time to interpret and define these. This starts with bringing together all insights into as many customer profiles as possible and a definitive ordering of the customer groups. For example, in the social domain of municipalities, you can look at segmentation of vulnerable groups. After all, these can be people who do not take good care of themselves, or are homeless, have psychological problems, highly educated people who have difficulty dealing with others, active job seekers, you name it.
3. Design
Once you have the longlist, and have you agreed with the stakeholders in the organization that the arrangement and naming correspond with their expectations, you can start designing the details of a profile or persona. For a persona, these are aspects such as demographic and sociological characteristics, lifestyle and characteristics about working life. Tools for this include Marston's DISC model , the MBTI classification or the Cialdini principles of psychological influence.
4. Deliver
At the end of the trajectory, the delivery of the japan telegram data pieces and the acceptance by the client are organized. You do this by paying attention to Gideon bands (the vanguard) and broom wagons (the rearguard).
Bugter and De Bruin write clearly in ' Working with profiles and personas '. Every now and then a paragraph looks like a fallen bookcase with a lot of theory and references to academic models. I like that, but it is a pity that the models are not always explained in great detail. But don't be put off by the theory: I don't know many books that lard theory with excellent practical tips that you can use right away to get your own club customer obsessed. For example, about ethics and privacy aspects when you start profiling .
The book aims to reach people throughout the organization, not just communication advisors. As long as they are people who see opportunities and bottlenecks in customer focus and who understand that organizational change also involves leadership and culture. Or if you have no idea where to start, but want to get started quickly and thoroughly, the book is very suitable.
concert.