Post by rahim on Jan 31, 2024 17:27:41 GMT 7
Undeniable. Because in a digitalized and highly anonymized world with informed consumers, customer loyalty and a personal customer approach are more important than ever.While target group descriptions are usually purely socio-demographic and customer types are more behavioral, personas are primarily needs and attitudes-oriented. And it is precisely this need-orientation that helps personas achieve real added value compared to behavior-oriented customer types (but without them being mutually exclusive).
What is the abstract challenge of mapping personas into DB to Data the customer base?While sociodemographics and behavioral characteristics are usually well represented in the CRM (Customer Relationship Management System) - and target groups and different customer types can therefore be derived relatively easily directly in the CRM - this is much more difficult with personas. Needs, attitudes and interests must be 'translated' with the existing data and derived in the best possible way.The creation of personas is therefore often based.
ON qualitative and/or quantitative market research studies with your own customers or on studies of people from external sources.The specifics of the personas are only known for a survey sample and usually have no direct correspondence in online or offline characteristics of the customer data For need- and attitude-oriented communication and relevant offers, it must be known which customers belong to which personaand how the personas are distributed in the customer basePersonas without mapping in the CRM have less practical value.
What is the abstract challenge of mapping personas into DB to Data the customer base?While sociodemographics and behavioral characteristics are usually well represented in the CRM (Customer Relationship Management System) - and target groups and different customer types can therefore be derived relatively easily directly in the CRM - this is much more difficult with personas. Needs, attitudes and interests must be 'translated' with the existing data and derived in the best possible way.The creation of personas is therefore often based.
ON qualitative and/or quantitative market research studies with your own customers or on studies of people from external sources.The specifics of the personas are only known for a survey sample and usually have no direct correspondence in online or offline characteristics of the customer data For need- and attitude-oriented communication and relevant offers, it must be known which customers belong to which personaand how the personas are distributed in the customer basePersonas without mapping in the CRM have less practical value.