This presentation reviews the concept of the "Customer Empathy Map," a simple tool for building customer personas, presented in the book Business Model Generation by Alex Osterwalder, Yves Pigneur, and 470 other practitioners. The presentation was delivered at the Business Model Generation meetup in Cambridge, MA on 8/7/2012 -- see the meetup website at http://www.meetup.com/Business-Model-Generation-Meetup for more details. The customer empathy map is used to build a working model of your customer when building a new business - which is of particular importance as you understand your various customer segments. By understanding the needs, wants, fears, rewards, and general state of mind of each of your target segments, you can create better experiences for them as well as capture more value for your business. Segmentation plays a crucial role in: - Determine which features to build and how to present them - Deciding on pricing and pricing models - Promoting your product or service - Reaching your customers and delivering a compelling, targeted message

1. Business Model Generation:
Customer Empathy Map
Business Model Generation Meetup
Cambridge, MA
August 7, 2012
@bennettsikes
@bitfaker
@briangladstein

2. let’s review

3. businessmodelgeneration.com

4. customer empathy
and segments

5. why segment?

6. offering
customer
experience
promotion
pricing

7. the customer empathy map
• Build a
persona for
each segment
• Use that
persona to
provide value
• Build a
relationship
with your
customer

8. let’s try!

9. now it gets fun
• Pick a company
• Use multiple segments if group too large
• Fill out a customer empathy map
• When you are done… the real challenge…

10. thank you!
@briangladstein
@bennettsikes
@bitfaker