But this exercise is accessible even if you're just starting out, and it can help with preconceptions about your customer base and product. How comprehensive your personas are will naturally depend on your business' size and where you are in your trajectory. You can create personas even if you don't have customers yet.
The closer you are to your customer, the more value you can add. Reviewing personas regularly can help you to identify new challenges, desires and potential product enhancements. Though especially helpful when you're just starting out, creating personas can add value at any point in your business' trajectory – and, indeed, you should return to them as your customer base evolves. One 2018 study suggests that 91% of people are more likely to shop with businesses that provide relevant offers and recommendations, while another suggests that 80% of people are more likely to purchase a product or service from a brand that provides personalized experiences.
With this shared understanding, you'll be able to identify problems that require solving make educated decisions on attracting and supporting customers and make better calls on content, product design and communication techniques. All parts of your team will benefit from knowing who your customers are, from sales and marketing to customer support and product development. This is a clarifying step for a small business and it needn't cost a lot. How much detail you go into is up to you but, generally, the more you flesh things out – and we're talking about drawing out the persona and giving it a name – the more useful the process will be. A thorough persona will include both demographic details (eg, age, gender, income) and the answers to more intimate questions, such as what their passions, concerns, challenges and buyer motivations are.
Though these personas aren't real people, they're informed by data and research – some of which will come from your real customers, if you have them.Ĭustomer personas help businesses understand the people they're trying to sell to and how those people will be using their product or service – they're particularly useful for marketing and product design departments. Usually, businesses will have a handful of them to cover the majority of their customer base. A customer persona (or avatar) is a fictional profile that represents a particular target customer.
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