How Personas helped us drive value to our customers

Challenge:

We had a large pool of 300 million plus customers on our network and all of them were being  treated like one another. All our communication to the entire base was only made for the  entire set of consumers as a whole and a lot of it was not applicable to one set or another. We  were basically doing carpet-bombing and no dedicated sniper approach for our customers. We  didn’t know how they looked like, spent like, what they liked, what were their needs, what  were their triggers and barriers. We didn’t know a lot about customers. We just didn’t

Selection:

Personas help you relate much better with the anticipations and the needs of the category of  consumers you intend to interact with. Creating a full persona of a set of individuals using bits  of data available about them and correlating it to their behaviors can really help us make  mental maps of the groups or set of individuals being talked about

Application:

We divided our customer base into 5 different kinds of personas basis both the quantitative  and the qualitative information gathered from them. We were able to then club these  characteristics and figure out how to design specific propositions and execution plans for each  of the categories. It made life simple for the last person on ground as it now enabled him with a  script and the message for each of the customer personas. It also helped the entire  organization to talk the same language, the language of the consumer and thus be better able  to communicate with the customer. The entire GTM machinery got aligned to the same agenda  of pitching the propositions that provided value to the persona being talked to. For eg: the  team knew how to pitch differently to a businessman vs pitching to a migrant worker. The  content they would be interested in, the barrier in their minds and what needs to be overcome

Insight:

The insight that we got was that different subsets of people would react very differently even  to a commodity product that sells voice and data. Topping it up with content or cashbacks or  savings or a tangible utility made much more sense for the consumers and it helped us gain a  lot of customer interest and anticipate their needs much better. We were now playing on  propositions that were customer made for the audience and were no longer redundant. We  were able to make digital dummies of groups of customers and thus were able to target our  communication much better

Approach:

If I were to redo this, I shall spend a lot more time on the “What is” part of the problem and  ensure that I have done my research really well to figure out the key insights related to the  problem at hand. It shall help me scope my project much better and also help me to establish  my design criteria going forward


How Personas helped us drive value to our customers Challenge : We had a large pool of 300 million plus customers on our network and all of them were being treated like one another . All our communication to the entire base was only made for the entire set of consumers as a whole and a lot of it was not applicable to one set or another . We were basically doing carpet - bombing and no dedicated sniper approach for our customers . We did n’t know how they looked like , spent like , what they liked , what were their needs , what were their triggers and barriers . We did n’t know a lot about customers . We just did n’t Selection : Personas help you relate much better with the anticipations and the needs of the category of consumers you intend to interact with . Creating a full persona of a set of individuals using bits of data available about them and correlating it to their behaviors can really help us make mental maps of the groups or set of individuals being talked about Application : We divided our customer base into 5 different kinds of personas basis both the quantitative and the qualitative information gathered from them . We were able to then club these characteristics and figure out how to design specific propositions and execution plans for each of the categories . It made life simple for the last person on ground as it now enabled him with a script and the message for each of the customer personas . It also helped the entire organization to talk the same language , the language of the consumer and thus be better able to communicate with the customer . The entire GTM machinery got aligned to the same agenda of pitching the propositions that provided value to the persona being talked to . For eg : the team knew how to pitch differently to a businessman vs pitching to a migrant worker . The content they would be interested in , the barrier in their minds and what needs to be overcome Insight : The insight that we got was that different subsets of people would react very differently even to a commodity product that sells voice and data . Topping it up with content or cashbacks or savings or a tangible utility made much more sense for the consumers and it helped us gain a lot of customer interest and anticipate their needs much better . We were now playing on propositions that were customer made for the audience and were no longer redundant . We were able to make digital dummies of groups of customers and thus were able to target our communication much better Approach : If I were to redo this , I shall spend a lot more time on the “ What is ” part of the problem and ensure that I have done my research really well to figure out the key insights related to the problem at hand . It shall help me scope my project much better and also help me to establish my design criteria going forward