Saturday, August 26, 2006

The Power of Persona

Focusing on the customer rather than the task ...

"Imagine with me for a minute that you're on a charge to make your company, or your product, or your web site increasingly customer centric. So you have a company-wide kickoff to rally passion around the customer.

"We need to better serve our customer and be more customer centered," says Joe the CEO. "To do this we're going to..."

…and Joe then rattles off a list of initiatives like retooling the customer database, increasing call center resolution by 6%, reducing churn by 20% and redesigning the self-service web site.

I can't tell you how many of these meetings I've been in. While they’re often informative, they fall flat in rallying the troops because in the end, they're about tasks, not about the customer. They fail to unite individuals around real people and a common set of goals that will help service those people, and instead focus individuals on operational activity.

To rally an organization around the customer, it’s a good idea to make some introductions. In an increasingly complex world of demographic, psychographic and ethnographic research, it’s no longer safe to assume that your employees actually know your customers. When rallying the troops, getting back to basics and keeping it simple can be powerful. One of the best ways to do this is to harness the power of persona."   (Continued via Live Path)   [Usability Resources]

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