Case Study
CUSTOMER PERSONASCustomer personas play a critical role in creating targeted marketing strategies as they provide a clear understanding of your audience’s needs, preferences, and behaviors, enabling targeted messaging and campaigns that resonate.
CUSTOMER PERSONAS
Developing Customer Personas to Create Targeted Messaging
Customer personas are detailed representations of your ideal customers, built from a combination of market research, data analysis, and customer feedback. By understanding who your customers are and what drives their decisions, you can tailor your messaging, select the most effective marketing channels, and design campaigns that speak directly to their needs. This targeted approach ensures more meaningful engagement and better conversion rates.
CUSTOMER PERSONAS
Developing Customer Personas to Uncover Marketing Opportunities
Challenge
A start-up B2B2C Fintech company seeking an additional round of funding, wanted to characterize the different customer personas in their current test markets to better understand the opportunities that existed among core customer groups to cross-sell and upsell-products. Additionally, they wanted to identify any pain points that were being experienced by customers as they continued to roll out their service on a national basis.
Solution
Current business customers were categorized into 4 main groups according to criteria developed by the company. Research, in the form of in-depth interviews, was conducted among these user groups. Discussions focused on customer initiation processes, customer service and support experience, targeted end-user consumer groups, and pain points throughout the B2B and B2C experience. Respondents were also asked for recommendations to improve service and feedback on future service line extensions.
THE RESULTS
Due to its early start-up stage, the conmpany was operating with very little feedback from its business customers. Assumptions were made about the desirability of certain aspects of the products and the customer support provided to both B2B and B2C customers. The research uncovered several signficiant pain points that could be easily addressed as the company expanded. Additionally, two new user groups were identified, one of which was included in one of the initial 4 user groups. This new user group required new marketing messaging due to significant differences in preferences and buying behaviors.