All parts of your company benefit from using a customer persona: Customer service, marketing, sales and product development.
The more real your customer persona is, the more people empathize with it and the more they will deliver an amazing customer experience.
Instead of relying on the gut instinct, good personas will focus all actions on the type of users that will use your service.
What is a persona?
Personas are imaginary customers that are created with historical data, with exploring interviews and in team discussions.
A good persona typically contains a name, person’s picture, background, skills (wine knowledge in our case), an age, social background and a geographical location in which they live.
We think everyone in a startup should have a picture of the personas by their desk. In the day to day hassle it’s very easy to lose touch with customer and focus on ‘getting your job done’. Having your persona displayed is a great visual reminder.
Wine consumers personas
Previously we found three types of customers applying the Technology Adoption Curve for our wine case study.
- a wine Fan,
- Fun drinker
- Family drinker
With some data-analysis and discussions is was simple to create the personas for the wine business.
We had the intention to create more personas but decided against it. It appeared that the other personas were a “subs” of the ‘Fan, Fun and Family’ -type we already had. Adding more personas increased complexity but did not bring added value.
Wine consumers personas
What I like with user persona is that they can be use by at so many levels : to determine the value proposition, to create website content, to determine the wine offered, to improve the value we bring. With the persona we design more consistent.
We realize that defining the user persona is an iterative process. It’s a constant learning and our customers are changing overtime too. So we should periodically validate our personas.
The biggest benefit for now if that with a better understanding of the customer profile we are expect to be better in designing a solution for the problem they want to solve.
Most personas you will come across, have real names and a picture of an actual person. We stick to the type and a drawing. It feels a bit strange to refer people to a Brandon, Clair or John and have the walls filled with them. Maybe it’s the Dutch-down-to-earth-calvinistic approach. Maybe we change is in the future. For now, we stick to the 3 F’s. Wine Fan, Fun drinker or Family Man.
More about this topic:
This post is part an experiment to change a business model in wine. We apply Lean Startup tools and blog about the progress and the lessons learned. Read more about the steps taken: Lean startup journey in wine
More on the wine business case of The Wine club