Four straightforward steps make up this framework to guide the process of better understanding markets and customers. The result -> a refined, fact-based understanding of customers Each step carefully contributes to a better understanding of your customers. Each step takes advantage of your existing knowledge base.
Posts with the B2B Customer Persona tag
Customer persona are composites, archetypes, representing cohorts within your target market segments. Each cohort or customer persona has a different set of needs. Some of those needs may overlap. For example, almost all of your customers will need to assure themselves that you are a trust-worthy provider. In other cases, each customer persona will represent the specific needs of their department or areas of responsibility. Understanding your customer needs is critical to successful market strategy.
Uniquely in business-to-business, the target customer is actually a group of different people. A typical technology example is that the person using your solution, your user persona, may not be the person who can buy your solution.: In this example there are two customer persona.
Here are the JEM 9 resources to help you better understanding, and working with, the concept of customer persona in B2B markets.
Case Study: Developing Shared Understanding & Gaining Actionable Information In An Large IT Service Organization
Developing B2B Technology Customer Persona Putting ‘Customer Experience’ At The Heart of IT Service Delivery and Development.
Voice of the Customer – How To Develop A Discussion Guide
In order to understand customers, voice of the customer projects undertake to speak to actual customers! A Voice of the Customer (VoC) discussion guide focuses the conversation on key topics about which you want to learn while leaving room for unexpected learnings.
The Complete B2B Customer Persona Template
How to frame customer personas for business-to-business organizations including; where to start, scoping questions and sample b2b customer persona templates to download.
Customer Selection In Market Research
The following checklists consider; which customers to include when conducting market research, and how to decide which customers to involve in your learning. Voice of the customer, face to face usability testing, customer persona development and customer journey mapping development are some of the examples where these customer selection lists are useful.
Inspirational Customer Journey Maps
Customer journey mapping uncovers the myriad of ways customers touch; your people, your processes, your marketing content and your solutions. And, as with anything new, getting started is easier when you have a sense of what the outcome is like. Maybe you’re looking for examples to introduce the idea of customer journey mapping to your team (or even your […]