Describing persona and persona groups
This phase consists of identifying the different customer segments according to their needs and what they bring to the company.
A persona corresponds to a customer segment targeted by the experience of the client journey. The resources implemented to give customers the ability to interact with the enterprise and its environment, to acquire the expected results, are supported by the interaction channels.
Defining persona hierarchy
A persona group is grouping of personas according to similar objectives on several customer journeys.
To create a persona:
1. Open the Customer journey navigation window.
2. Select Customers > Persona Groups.
The Persona Group tree appears in the edit area.
3. Click on the tree root to display its pop-up menu and select New > Persona Group.
The Creation of a Persona Group window appears.
4. Enter the name of the group.
"Sports clientele" and "Young clientele", for example.
5. Click OK to close this dialog box.
The persona group that you have just created appears in the tree of the Persona Group.
Creating a persona
A persona corresponds to a customer segment targeted by the experience of the client journey. The resources implemented to give customers the ability to interact with the enterprise and its environment, to acquire the expected results, are supported by the interaction channels.
You can create a persona from a persona group or from of the persona tree.
You can create a report from the persona tree.
1. Open the Customer journey navigation window.
2. Select Customers > Persona.
The Persona tree appears in the Edit Area.
3. Right-click the tree root to open its pop-up menu and select New > Persona.
The Creation of a Persona page appears.
4. Enter the name of the persona.
"Young adults", for example. This persona can be connected to two persona groups: "Sports clientele" and "Young clientele".
5. Click OK to close this dialog box.
The persona you have just created now appears in the persona tree.
Specifying the expectations of a persona
A customer expectation is an enterprise result expected by the persona at the end of the journey.
To create a customer expectation from a persona:
1. Open the properties window of the persona that interests you.
2. In the Customer Journey tab, expand the Customer Expectations section.
3. Click New.
The Creation of a Client Expectation window appears.
4. Enter the name of the customer expectation.
5. Click OK.
The customer expectation is added to the list of persona expectations.