How do you define and segment your customer personas for CJM?

Through interviews we collected information on how our core personas allocate time on a daily basis. They shared information on their challenges and where they feel they waste time. For instance they use large spreadsheets that are very labor intensive for a process that could be automated.

Building accurate personas starts with gathering comprehensive data. Use diverse data sources: Surveys, interviews, analytics, social media, and CRM systems. Balance data types: Combine quantitative (demographics, behaviors) with qualitative insights (motivations, challenges). Focus on data quality: Ensure reliability and keep information updated regularly. Comprehensive view: Understanding both who your customers are and why they act is crucial.

Once you have collected the data, the next step is to analyze it to identify common patterns and trends. Use AI algorithms to segment the data into meaningful categories based on demographics, behaviors, and psychographics. Look for recurring themes such as common challenges, purchasing behaviors, and preferred communication channels. This analysis will help you identify distinct customer segments, providing a clearer understanding of your audience.

Ideally behavioral analytics tools should help identify patterns and clusters by tracking how customers interact with a given application or sets of applications throughout their journey. The tool then aggregates individual data points.

Analyzing data can help you understand customer segments which allows you to tailor your marketing, product development, and customer service strategies to meet specific needs. Also, By identifying patterns, you can create more personalized experiences that resonate with different customer groups. Data-driven insights lead to more effective decision-making, improving customer satisfaction and business results. This used to be a very long process but thanks to AI, it made what was once a daunting task more straightforward and efficient. It has taken the complexity out of data analysis, turning it into a more efficient and effective process.

A persona is essentially a detailed profile of a typical customer within a specific segment. It goes beyond basic demographics like name, age, and occupation to include deeper insights such as their background, personality, and lifestyle. Each persona should highlight the customer’s specific needs, problems, and goals as they relate to your product or service. To bring these personas to life, you can use templates, images, or even stories. These elements make the personas more realistic and relatable, helping your team better understand and empathize with the customers they represent. This deeper connection ensures that your strategies are more aligned with the actual needs and challenges of your target audience.

With your segments identified, you can now create detailed customer personas. Each persona should include key demographic information, behavioral traits, motivations, goals, and pain points. Utilize AI to visualize these personas dynamically, incorporating real-time data updates. Engage with your LinkedIn community to refine these personas, asking for feedback and real-world validation. This collaborative effort ensures your personas are not only data-driven but also grounded in actual customer experiences

You have to be careful about what will be really relevant to the core persona profile. Age and gender are not necessarily relevant to how they use a product.

Customer personas are not static and should be regularly validated and refined. Use AI tools to continuously monitor customer interactions and feedback, updating personas as needed to reflect changes in behavior or preferences. Engage your LinkedIn network to validate these updates, ensuring they remain relevant and accurate. Regularly revisiting and refining your personas ensures they continue to provide valuable insights for your CJM, helping you stay aligned with your customers’ evolving needs

Para estudiar a tu segmento puedes hacerlo por usabilidad del producto o servicio. Puedes agregar herramientas etnográficas o técnicas proyectivas, etc, dependiendo del producto o servicio...