September 6, 2007

How Personas Drive Experience-Based Differentiation: Four Examples

by Moira Dorsey

with Harley Manning, Andrew McInnes

Executive Summary (This is a document excerpt)

Personas help everyone with a stake in customer experience to obsess about customer needs. This healthy obsession is key for companies that want to differentiate the experiences they provide. A mutual fund company and its agency, Organic, used personas to focus their efforts on customers whose behaviors were best aligned with the company's business goals. E*TRADE FINANCIAL used personas to support customers' unmet needs with its IVR system. Slim•Fast and Avenue A | Razorfish used personas to improve Slim•Fast's email marketing campaigns. KeyBank and Molecular tied market segmentation data to behavioral segments to quantify the value of personas to KeyBank's business. Customer experience professionals should ensure that personas are valid and useful and prepare to integrate them into decision-making processes to gain the most benefit from their efforts.

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