Awareness Consideration Conversion Customer service Loyalty

1. Customer Journeys and
personas
Sergio Pinzon

2. Why do we
need
personas?
Identify needs and wants
Behavioural insight
Purchase decisions,
Targeted content
Innovation opportunities

6. Where do we
collect the
information for
a customer
journey?

7. How to approach the customer journey
CUSTOMER FEEDBACK/
EMOTIONAL DATA
CUSTOMER BEHAVIOUR/
ACTIONS
SYSTEMS, PROCEDURES,
TOUCH POINTS

8. How to approach the customer journey
CUSTOMER FEEDBACK/
EMOTIONAL DATA
CUSTOMER BEHAVIOUR/
ACTIONS
SYSTEMS, PROCEDURES,
TOUCH POINTS

9. How do you
collect your
Customer
feedback/
emotional data

10. Customer feedback/ emotional data
Call center
recordings
Testimonials Survey responses
Emotional scale
responses
Social media
interactions
User reviews

11. Which tools help
you to improve
Your Customer
Behaviour
Analysis?

12. Customer
behaviour
Data analytics
Eye tracking
Social listening

13. Systems, procedures, touch
Identifying all interactions
This Photo by Unknown Author is licensed under CC BY-SA-NC

14. https://www.youtube.com/watch?v=XB2g7-HgE_g

15. Activity
1. Who are Tesla’s competitors?
2. Would they have similar personas?
3. Who do you think this ad was trying to
target (broadly speaking). Are there
multiple target markets?
4. Come up with the persona you think the
Tesla ad was trying to target
5. What do you think the journey for this
customer to purchase their tesla would be

16. Please take this time to work on your
personas for your projects :)

17. The Week 4 online quiz is available
for 72 hours before Friday 5pm this
week
➢One attempt
➢Content from Week 1-3
➢Multiple Choice