A customer persona enables brands to understand these homogenous groups, and to recognise key traits within them. This in turn brings out customized marketing campaigns that suit to those groups.

Econsultancy writer Nikki Gilliland has published an informative article on customer persona and its importance in marketing.

On Building empathy between marketers and personas, Gilliland says, “While generating information about the customer might be fairly straightforward, it is far more difficult for brands to step into the shoes of the customer, as well as sustain this perspective long-term. There is always the danger of slipping back into marketing jargon. Would the customer use the same terminology? Perhaps not.

Empathy mapping is a great way to maintain the customer perspective, helping brands to visualise what the person is hearing, seeing, thinking and feeling. In other words, it can reveal less tangible insights, such as obstacles throughout the customer journey and opportunities for communication”.

What are customer personas and why are they so important?

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