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Building a 	

Business Persona
by Michelle Rose-Innes
to attract and retain customers and
improve business performance
business
product/
service
business
product/
service
!
"Supposing is good, 	

but finding out is better.”	

!
MarkTwain
Relationship style • Mindset • Routines • Processes	

!
Business culture •Values • Unique point of difference	

!
Uncovering your 	

Business Persona 	

15mins
Services 	

from the customer
perspective
Are we too occupied in our own businesses 	

that we fail to see what the picture 	

looks like from outside?	

!
(Sahar, Coffee Republic)	

Question
80%	

of companies think they are doing well	

!
8%	

of customers agree	

!
Source:PeterFisk2013
A very satisfied customer will tell 3other people	

!
A dissatisfied customer will tell 12other people	

!
A very dissatisfied customer will tell 20other people
Customer Satisfaction
Source:PeterFisk2013
98%of dissatisfied customers never complain	

they just leave	

Source:PeterFisk2013
65%of lost customers are due to 	

negative experiences	

Source:PeterFisk2013
75%of negative experiences are 	

not related to the
product	

Source:PeterFisk2013
The biggest reason people leave is because 	

they don’t feel appreciated
Source:PeterFisk2013
Retaining Customers
It costs3times more 	

to acquire than to retain a customer	

!
!
It costs12times more 

to win back a dissatisfied customer
Source:PeterFisk2013
If customers have a better understanding of your service, 	

it can result in increased customer appreciation for
the value of the service.
Qualitative Research	

!
Ethnographic research, tools and methods	

!
The key is to ‘get inside’ the way people see things, how they
experience things, their behaviours and perceptions. 	

!
With this research you can design a service that works better
for them and ultimately better for your business.	

!
More commonly know as “service design”
• Persona cards	

• User journey mapping	

• Vox pops	

• Insight gathering	

• Service blueprint	

• Workshops	

• Focus groups	

• Behavioural mapping
Ethnographic research, tools and methods
Touch Points
“point of contact” 	

!
advert / shop / directions / social media / texts / radio /
referral / email / phone call / signage / website / email
marketing / linkedin / tv / trade fair / conference /
seminars / buses / emailer

A user journey experience using touch points
Shoes Sales 
person
Box/bag
receipt
Present-Service
Shop
service
re-visit
ShopAdvert
Pre-Service
BackStageUserExperienceTouchpoint
Phone
Call
Advert/
flyer
Text
Post-Service
Building 	

Customer Personas
What are they? 	

Why use them?	

How do you create them?	

Why bother?
A frame of reference ‘tool’ 	



To discover more about your users so you can	

design your service around their needs	

!
A way of capturing the unknowns (the human factor)	

that statistics can’t always reach.	

!
Quantitative needs qualitative 	

!
!
Profile or Persona?
Profiles (quantitative)	

!
For gathering facts; age, gender,
job, income	

Tick box questionnaires	

You can compare people based
on facts and definitives	

Predictable 	

You can make conclusions easily	

No need to be there at the time	

Removed from personality and 	

behaviours
Personas (qualitative)	

!
For gathering insight; thoughts, behaviors,
experiences, likes, dislikes etc.	

Individual user discussions	

You can conclude from thoughts, behaviours
and experience 	

Not so predictable	

Conclusions are more intuitive 	

Need to be where they use the service	

It’s all about personality, character and	

behaviours	

!
!
!
EMPATHY is identification with the way of
thinking, feeling and behaving of others in a
situation.
Persona’s used for new product development
Using real people to create ‘Personas’
!
Persona’s are like mobile “user stories”	

!
!
(Personas may seem broad brush 	

but they are still evidence based)
Examples
Insight Gathering	

(understanding user needs not your needs)	

!
!
!
Why do they want to use your service?	

What are they trying to achieve? 	

What need has motivated them to seek outYOUR service?	

What is their story?
Empathy Map
By Osterwalder , Business Model Generation book
!
!
!
!
Find out your Business Persona (brand)	

Find out your Customer Persona	

!
Design your business to meet the needs of your customer	

In turn, this should make your business perform better	

!
Be customer centric	

Be user friendly	

Keep customers satisfied	

Find new ways of doing business differently for the customer	

Retain your customers	

!
1
2
3
“people pay more for simple services”
thank you
Siegel & Gale 2013

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Building business and customer personas

  • 1. Building a Business Persona by Michelle Rose-Innes to attract and retain customers and improve business performance
  • 3. ! "Supposing is good, but finding out is better.” ! MarkTwain
  • 4. Relationship style • Mindset • Routines • Processes ! Business culture •Values • Unique point of difference ! Uncovering your Business Persona 15mins
  • 5. Services from the customer perspective
  • 6.
  • 7.
  • 8. Are we too occupied in our own businesses that we fail to see what the picture looks like from outside? ! (Sahar, Coffee Republic) Question
  • 9. 80% of companies think they are doing well ! 8% of customers agree ! Source:PeterFisk2013
  • 10. A very satisfied customer will tell 3other people ! A dissatisfied customer will tell 12other people ! A very dissatisfied customer will tell 20other people Customer Satisfaction Source:PeterFisk2013
  • 11. 98%of dissatisfied customers never complain they just leave Source:PeterFisk2013
  • 12. 65%of lost customers are due to negative experiences Source:PeterFisk2013
  • 13. 75%of negative experiences are not related to the product Source:PeterFisk2013
  • 14. The biggest reason people leave is because they don’t feel appreciated Source:PeterFisk2013
  • 16. It costs3times more to acquire than to retain a customer ! ! It costs12times more 
 to win back a dissatisfied customer Source:PeterFisk2013
  • 17. If customers have a better understanding of your service, it can result in increased customer appreciation for the value of the service.
  • 18. Qualitative Research ! Ethnographic research, tools and methods ! The key is to ‘get inside’ the way people see things, how they experience things, their behaviours and perceptions. ! With this research you can design a service that works better for them and ultimately better for your business. ! More commonly know as “service design”
  • 19. • Persona cards • User journey mapping • Vox pops • Insight gathering • Service blueprint • Workshops • Focus groups • Behavioural mapping Ethnographic research, tools and methods
  • 20. Touch Points “point of contact” ! advert / shop / directions / social media / texts / radio / referral / email / phone call / signage / website / email marketing / linkedin / tv / trade fair / conference / seminars / buses / emailer

  • 21. A user journey experience using touch points
  • 23. Building Customer Personas What are they? Why use them? How do you create them? Why bother?
  • 24. A frame of reference ‘tool’ 
 To discover more about your users so you can design your service around their needs ! A way of capturing the unknowns (the human factor) that statistics can’t always reach. ! Quantitative needs qualitative ! !
  • 25. Profile or Persona? Profiles (quantitative) ! For gathering facts; age, gender, job, income Tick box questionnaires You can compare people based on facts and definitives Predictable You can make conclusions easily No need to be there at the time Removed from personality and behaviours Personas (qualitative) ! For gathering insight; thoughts, behaviors, experiences, likes, dislikes etc. Individual user discussions You can conclude from thoughts, behaviours and experience Not so predictable Conclusions are more intuitive Need to be where they use the service It’s all about personality, character and behaviours !
  • 26. ! ! EMPATHY is identification with the way of thinking, feeling and behaving of others in a situation.
  • 27. Persona’s used for new product development Using real people to create ‘Personas’
  • 28. ! Persona’s are like mobile “user stories” ! ! (Personas may seem broad brush but they are still evidence based)
  • 30. Insight Gathering (understanding user needs not your needs) ! ! ! Why do they want to use your service? What are they trying to achieve? What need has motivated them to seek outYOUR service? What is their story?
  • 31. Empathy Map By Osterwalder , Business Model Generation book
  • 32. ! ! ! ! Find out your Business Persona (brand) Find out your Customer Persona ! Design your business to meet the needs of your customer In turn, this should make your business perform better ! Be customer centric Be user friendly Keep customers satisfied Find new ways of doing business differently for the customer Retain your customers ! 1 2 3
  • 33. “people pay more for simple services” thank you Siegel & Gale 2013