Customer focus is one of the buzzwords of the moment. Companies want to understand customers and their partially unconscious needs, develop products on this basis and operatively steer offers. This topic is particularly relevant when it comes to controlling sales. Personas and their customer journeys is a method that is frequently used for such problems. Personas are descriptions of prototypical users of a product or service. The description is very concrete and contains biographical information as well as other qualitative information, e.g. fears or life goals. Some decision-makers forget that the use of personas is only suitable for certain problems.
Contact person: Fee Gunkel, Consultant