Customer-centric transformation will always require relationship-building and delicate conversations. More often than not, there will be hard situations to navigate, especially at the beginning. For example, imagine you work for a women’s jewelry brand. Over the course of several quarters, your brand’s marketing organization invested a tremendous amount of time and money to develop a series of customer personas. The brand worked with a team of outside consultants and conducted several focus groups. As a result, a series of campaigns meant to target those carefully-constructed customer segments were created.
You’re then tasked with examining the brand’s customer data, and your initial efforts show that the customer personas are off-course and the brand’s most valuable customers look and act nothing like the established segments. How excited will you be to tell the marketing team that their major investments of time and money were a waste? The good news is, these situations will happen much less as your company works toward customer-centricity.
In this particular case, you could develop a single data-backed customer persona to add to the marketing team’s repertoire; over time, you can introduce additional personas that demonstrate their accuracy compared to the previous set. Once the data-driven personas show their worth and bring in more money for the company, it will be easier to convince marketing and sales teams to make the switch.