Client Persona Creation & Validation
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Client Persona Creation & Validation
- 1. www.kameelvohra.com Client Persona Creating, Validating & Interviewing
- 2. www.kameelvohra.com About Me LinkedIN: linkedin.com/in/Kameel Website: kameelvohra.com Kameel Vohra Global Product Marketing Manager Large Format Monitors & Projectors Dell
- 3. www.kameelvohra.com A little about you⊠https://www.surveymonkey.com/r/9V6NGZN http://bit.ly/kameelsurvey
- 5. www.kameelvohra.com How important is knowing your customer? Attention spans are short The only thing that matters is seeing those few things that you really want Audience wins because they get what they want, provider wins because they get more purchases 1999 - Recommendation was essential to reduce new release demand from 80% of all orders to 10% 2006 - Paid a $1m prize to get a better recommender 2014 - $150m investment in Recommendation Today they have 300 people working on long tail recommendation & discovery
- 6. www.kameelvohra.com How to Create a Client Persona ? The objective of building a client persona is to understand your target client. Itâs much easier to market to someone when you understand them & their environment. Most people in similar roles have similar problems, but donât base your persona on just one individual. Try to speak to as many people as you can and understand their commonalities. Itâs important to SPEAK to them. Donât hypothesize in a closed room. The best marketing is intensely personal because it connects so well with the audience. Even when using automation, act as if you were helping a real person. ? ?
- 7. www.kameelvohra.com What data do you need to achieve that? Age Gender Marital Status Children Education Job Title Goals Aspirations Interests & Hobbies Influencers News & blogs sites they Device(s) Screen size / Resolution Referrers Payment method(s) Purchase history Click paths Email address Telephone Shoe size?
- 8. www.kameelvohra.com âWe like to collect last page visited, return visitor, desktop or mobile and which type, operating system, location if available and any previous session info. We ask them to choose their own adventure and give us more info about why they are there and their role in their company. The reason is that if we can better âspeakâ to these people through targeted content, our clients are more likely to get a sale or conversion event.â Mark Fidelman Author, Forbes Columnist, Speaker, CEO â Fanatics Media @markfidelman Whatâs the single most important piece of data?
- 9. www.kameelvohra.com Whatâs the single most important piece of data? Robert Rose Author, Speaker, & Investor - Content Marketing Institute @Robert_Rose âBehavioral data⊠content consumption, click paths, referring sites, previous purchases, social participation, etc (in no particular order)â Chris Brogan Author, Speaker, & Consultant â Owner Media Group @ChrisBrogan âa first name. :)â
- 10. www.kameelvohra.com Who That bottom left blue bubble is not JUST a cursory glance at WHO your client is. Consider how you will quickly identify this set of people, demographically, by title/function, etc. Your client can rarely be solely defined by one criteria. People are three dimensional, all these bubbles put together define who your client is. This is my job title, industry & who I report to This is my demographic (age, gender, family profile, interests)
- 11. www.kameelvohra.com What Understand what your clients are currently doing. Understand their current purchasing habits, will allow you to understand how to change them. This is what my current process is at the moment (e.g. I buy Gillette razors) Nobody likes change. You canât beat a competitor you donât know or understand.
- 12. www.kameelvohra.com Where Answering these questions will give you clues as to where you need to be marketing to reach your client. Iâm a member of these societies & clubs, read these magazines, and my go-to websites are⊠This could just as well read: âWe shop online at amazon/lazadaâ or âI buy my toiletries at Tescoâ Get data thatâs relevant to your business.
- 13. www.kameelvohra.com WhyThis is why your customer is going to buy your solution. This is NOT because of some feature, but instead because of something thatâs going on in their organization or a problem that they currently have. This is the solution that I need & how itâs going to help me This is why I like speaking to you instead of all the other sales people that bug me Itâs very rarely price, but if it is âhow muchâ cheaper do you need to be? $1 or $100 ? Donât be wishy washy.
- 14. www.kameelvohra.com How Understand what they need in order to buy your solution, then give it to them. Make it easy for them to build their case, create justifications, and buy from you. These are the people & obstacles I need to work around to buy your solution Children (Influencer) Mother (Authority) Father (Purchaser) Netflix logo
- 15. www.kameelvohra.com This is my demographic (age, gender, family profile, interests) This is my job title, industry & who I report to This is what my current process is at the moment This is the solution that I need & how itâs going to help me This is why I like speaking to you instead of all the other sales people that bug me Client PersonaIâm a member of these societies & clubs, read these magazines, and my go-to websites are⊠These are the people & obstacles I need to work around to buy your solution Segment Name Hint: This slide is the template 3-5 of these should do
- 17. www.kameelvohra.com âBe prepared with some specific goals for the conversations so you have key learnings. Be flexible and allow the conversation to just flow in whatever direction it needs to go. Ask lots and lots of follow up questions.â Eli Schwartz Director, Survey Monkey @5le elischwartz.co Whatâre some interview best practices?
- 18. www.kameelvohra.com HushâŠ. Image credit: Kristina Flour (Unsplash)
- 19. www.kameelvohra.com Good: âWhere do you buy vegetables?â Bad: âWhere do you buy vegetables? From Tesco? Sainsburys? Or a website?â Terrible: âYou order your groceries online from Amazon, donât you?â
- 20. www.kameelvohra.com Opinions, facts & quantitative data Image credit: Indeed UX Research Manager Dave Yeats using cmx.io
- 21. www.kameelvohra.com Why, why, why⊠⹠The 5 Whys (1930). Sakichi Toyoda. Founder of Toyota Industries. âą A 6 Six Sigma technique âą Itâs a rule of thumb, know when to stop.
- 22. www.kameelvohra.com âThe most common mistake leaders can make is not asking a question because they think they already know the answer, but itâs important to first get behind the assumptions youâre making about individuals.â Krista Brookman VP, Catalyst @kristabrookman Assume nothing
- 23. www.kameelvohra.com Summary: Find your inner interrogator reporter âą Your guest is the expert âą Be prepared. Script an outline âą Let the conversation flow âą Silence is your friend. Donât ramble. Make notes. Cut in when necessary âą Observe & record facts. Not opinions âą Donât assume anything
- 24. www.kameelvohra.com Summary: What not to do Do not make people defensive Do not sell Do not ask leading questions Do not offer ice creams
- 25. www.kameelvohra.com Great! Are you ready to sell?
- 26. www.kameelvohra.com Validating your Customer Persona âIf I had asked people what they wanted, they would have said faster horses.â - Henry Ford (Thereâs no proof he actually said this) âFordâs failure was one of not listening to his customers, but of his refusal to continuously test his vision against reality, which led to the Ford Motor Companyâs failure of continuous innovation, resulting in a catastrophic loss of market share from which it never recovered.â - Patrick Vlaskovits, HBR, https://hbr.org/2011/08/henry-ford-never-said-the-fast
- 28. www.kameelvohra.com Itâs cheaper to survey than to fail
- 29. www.kameelvohra.com Starting with surveys âą Use an online survey tool âą Start with social media âą Pay to target your audience as necessary âą Itâs cheaper to survey than fail
- 30. www.kameelvohra.com Size matters âą The right sample size âą The right people (not your mum) âą If you canât find enough people to survey â how will you sell to them? Image credit: https://www.surveymonkey.com/mp/sample-size/
- 32. www.kameelvohra.com Asking relevant questions 1. Do you know who they are, their title, gender, approximate age, etc.? 2. Who orders staplers? a. Me! b. Someone else. c. No idea. They just magically appear on my desk Who
- 33. www.kameelvohra.com 3. How many staplers do you have in the office? a. We donât use staplers b. < 100 c. More than 100 d. I have no idea 4. What brand of staplers are you currently buying? a. Stapilo-X b. Staple-matick c. Other (Please specify) Asking relevant questions What
- 34. www.kameelvohra.com 5. What issues do you face with your current brand? a. Multiple selection 6. What headaches do you face when ordering? a. Multiple selection Asking relevant questions Why
- 35. www.kameelvohra.com 7. Where do you usually purchase from? a. Amazon b. Tesco c. Sainsbury d. The convenience store near my home e. No preferred vendor, anywhere really 8. Which country/state do you live in? a. Dropdown list Asking relevant questions Where
- 36. www.kameelvohra.com 9. How do you select the brand? Are there any criteria? a. Multiple selection or open question 10. Does the stapler need to be listed on a particular purchasing system? a. Multiple selections or open question 11. Who selects the brand of stapler? a. Me! b. Someone else. c. Itâs selected based on a vote by the procurement committee Asking relevant questions How
- 37. www.kameelvohra.com 12. How often do you purchase staplers? a. Whenever we need a new one b. At the end of every month c. Quarterly d. Once a year Asking relevant questions When
- 38. www.kameelvohra.com âA survey should have as many questions as possible without being redundant and fatiguing the survey taker.â Eli Schwartz Director, Survey Monkey @5le elischwartz.co Whatâre some survey best practices? The survey we just did had 12 questions, did we get what we needed?
- 39. www.kameelvohra.com Innovation by numbers? âIt's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.â Steve Jobs Apple âWow looks like I stirred up some controversy with my set Friday night at UMF. Seeing a lot of people who don't understand. My full set wasnât being streamed, only the last 40ish minutes with all new material from my album.â â Talking about âHey Brotherâ / âWake Me Upâ at UMF 2013 Avicii (Tim Bergling) EDM Superstar
- 40. www.kameelvohra.com Thank You Thanks for listening, I hope you found this helpful. Please share. You can find the complete blog article and an editable persona template here: http://kameelvohra.com/what-is-a-customer-profile/