How do you communicate with different customer personas?

1 Why customer personas matter

Customer personas help you personalize your communication and tailor your service to each customer's situation, pain points, and desired outcomes. By using customer personas, you can avoid making assumptions, generalizations, or stereotypes that might offend, confuse, or frustrate your customers. Instead, you can use empathy, relevance, and value to create positive and memorable customer experiences. Customer personas also help you segment your audience and design your service strategies, policies, and processes accordingly.

2 How to create customer personas

Creating customer personas requires research and analysis of existing and potential customers. Utilize various sources of data, such as surveys, interviews, feedback, reviews, analytics, social media, and CRM systems. Additionally, you can use online templates, software, or workshops to organize and visualize your data. The objective is to identify the common patterns, themes, and insights that define each persona. Elements to include in customer personas are names, age, gender, location, occupation, income, goals and challenges, needs and motivations, preferences and expectations, values, behaviors and habits, attitudes, pain points and frustrations, objections, preferred channels of communication as well as devices and formats.

4 Examples of customer personas and communication

To illustrate how to communicate with different customer personas, let's look at some examples of hypothetical customer personas for a travel agency and how they might communicate with them.

5 # Persona 1: Laura

Laura is a 35-year-old marketing manager who loves to travel for leisure and adventure. She is always looking for new destinations, experiences, and cultures to explore. She is tech-savvy, social, and adventurous, valuing convenience, flexibility, and authenticity. To communicate with her, the travel agency should use a friendly, casual, and enthusiastic tone while addressing her goals of finding unique and exciting travel opportunities. They should also provide personalized recommendations, tips, and offers based on her preferences and interests. Additionally, they should respect her preference for communicating via social media, video or SMS. Lastly, they should monitor and measure her feedback, satisfaction and loyalty by encouraging her to share her experiences, photos and reviews on social media and their website.

6 # Persona 2: John

John is a 50-year-old accountant who travels for business frequently. He is busy, practical, and professional and values efficiency, reliability, and quality. To effectively communicate with John, the travel agency needs to use a formal, professional, and concise tone and language. They should also address his challenges of managing his travel expenses and schedule. Furthermore, it is important to provide him with factual, clear, and accurate information and solutions based on his needs and requirements. Additionally, the agency should respect his preference for communicating via email, chat, or phone. Lastly, they should monitor and measure his feedback, satisfaction, and loyalty by sending him surveys, polls, or follow-ups after his trips.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?