most conversation revolves around Personas take place on marketing or product teams. These groups use personas to define the typical customer through demographics, preferences, values, background, goals, challenges, aspirations, and more. A persona profile consists of a picture and some statements that represent the person.
It may include places to contact that person, especially for marketing purposes. Product teams might use it for successful product design, resulting in products that are stickier, more performant, and have fewer technical issues.
Using role-based service, customer support, and customer success in implementation lays an important foundation for startups and early-stage companies. We did it and it changed our company.
It starts with an internal commitment to be a 100% customer-centric organization. We know we can improve the customer experience, which is great, but not at the level we’re after. We kept our customers happy, but we didn’t make them ecstatic either. We look at every process, deliverable, product and customer engagement from the customer’s perspective and are committed to improving the customer experience through continuous innovation.
So, we dug into the numbers.
Personas run through the entire customer lifecycle. From sales to implementation to support, customer success and updates.
Although each client is implemented differently, we can cross-match some similarities and characteristics across multiple client groups. We looked at 250 data points—roughly two-thirds were internal and the rest came from secondary research on companies and markets.
Some of the items we looked at were:
- Have they used a competitor’s software?
- Why did they choose us?
- Are they converted from spreadsheets and files?
- What specific problems are they trying to solve? For example, one client noted that competitors made partner offers within hours, while their company took days.
- What are their main goals to achieve with our software?
We add this intelligence to standard knowledge transfer calls between sales and implementation teams to learn as much as possible about the customer. We use all these points to classify each customer into one of four personas. These characters work for us. Your customer data can guide you in creating the most important personas of your customer base.
We split our implementation into four distinct roles.
- Simple — Focus on speed of implementation, time to success, and out-of-the-box functionality. CSMs should be involved as early as possible in the 30-60-90 days of planning and best practice.
- marketing — Focus on design and partner experience. They might ask 10 questions about the photo gallery on the partner portal home page. They will ask about specific design elements, such as whether buttons can have rounded corners instead of squares, etc.