Use insight and create user personas to put your customers' needs at the heart of your CRM. Chris Moody, Head of Insights & Data Strategy, The Real Adventure For more information, please contact: Simon Brace, New Business Director The Real Adventure T: 0117 244 0800 E: simon.brace@realadventure.co.uk

1. A Creston Communications company
It’s about people, stupid
Why brands need to think
more personally to connect
with their customers
Chris Moody
@ChrisRHE
Head of Insights & Data Strategy

2. We are more
than the sum of
our parts

3. Human
beings are
complex,
irrational
beasts

4. Lies, damned lies and statistics

5. [NAME OF
SEGMENT] are
more likely to
research and
buy products on
their mobile”
“
12% agree / Index 117

6. Don’t think about your audience.
Think about your users.

7. Who will want to use it and what for?
How are you helping them to get what
they want?

8. Looks aren’t everything

13. A Creston Communications company
Real Personas

15. Aptaclub
• Bring context to the lives
of Aptaclub mums!
• Elise will get comms from
multiple baby clubs in
multiple channels!
• Different personas with
different needs &
concerns at different
stages of the journey!
• Different relationship with
our brand and services at
different stages
Jane
8 weeks
pregnant
30 YEARS OLD
Jane, 30, found out that she was pregnant
a few weeks ago. Struggling to hide her
morning sickness from colleagues at her
finance firm, Jane has looked at some
baby club websites, but is reluctant to join
one until she's had her 12 week scan and
“Every day I get
more paranoid
about having a
miscarriage”
the pregnancy is more ‘official’. For now,
she is eagerly gathering information using
apps, books and websites. Jane uses her
smartphone and home laptop to look at
pregnancy information in private, sharing
key details with her partner.
• Alleviation of her anxieties around miscarriage and
what and what isn't safe for her to do
• Reassurance and support
• That she is not alone - other people are going
through similar experiences
• Her privacy is respected
• Trust: our information is reliable and we aren't just
focussed on marketing to her
AWAITING NEXT
HCP CONTACT HUNGRY FOR
Challenges
Behaviours & motivators
Not yet willing to join a baby club, so we
need to offer her a service outside of ‘club’
NEW WEIGHT OF
RESPONSIBILITY
Opportunities
NEEDS
PRIVACY
Jane is in the first stages of finding
trustworthy sources of information and
partners to support her pregnancy. We
need to make an impact with her as early
as possible to ensure that we become one
of her ‘go-to’ partners going forward
Yet to form loyalty to any particular brand
or service, so is likely to quickly forget
about us if she feels she gets a better
service elsewhere
• Information on what's currently happening in her
pregnancy, and how her baby is developing
• Tips from other mums for dealing with
morning sickness
• Expert advice on what she should eat and drink,
information on upcoming scans
i
i
EAGER TO
LEARN
KEENLY
ISOLATED
(IT’S A
SECRET)
INFORMATION
MOBILE IS
PRIMARY
DEVICE
i
Practical needs Emotional needs

17. NHS Choices
Focus on CARERS
(concerned daughters)!
Susan is mobile…!
…juggling thinking about her
mum with everything else
she needs to do!
…wants ‘permission’ to
speak to her mum about this

22. Real People First
A Creston Communications company