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 Group:
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 persona 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.
5. "Young adults", for example. 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 Customer Journey property page of the persona that interests you and expand the Customer Expectation section.
2. Click New.
The Creation of a Client Expectation window appears.
3. Enter the name of the customer expectation.
4. Click OK.
The customer expectation is added to the list of persona expectations.
Entering the org-units associated with a persona
A persona can be associated with Org Units explicitly described in your repository.
An org-unit represents a person or a group of persons that intervenes in the enterprise business processes or information system. An org-unit can be internal or external to the enterprise. An internal org-unit is an organizational element of enterprise structure such as a management, department, or job function. It is defined at a level depending on the degree of detail to be provided on the organization (see org-unit type). Example: financial management, sales management, marketing department, account manager. An external org-unit is an external entity that exchanges flows with the enterprise. Example: customer, supplier, government office.To define that an org-unit embodies a persona:
1. Open the Customer Journey property page of the persona that interests you.
2. In the Customer Journey property page, expand the Persona Realization section.
3. Click the New button.
The window for business agent realization opens.
4. Select the org-unit that is associated with the persona and click OK.
The business agent realization appears in the properties page of the persona.