The Customer Experience and Change Analytics — Developing Buyer Personas

Name: The Customer Experience and Change Analytics — Developing Buyer Personas
Author: Mark Preising

Learn to build buyer personas to create excellent customer experiences.

Preview the first lesson free — get full access to all 8 lessons.

Course: On-Demand

(gentle music) How do you ensure a great customer experience? You start by building your buyers' personas. Let's explore what this means and how to do it. These lessons will cover: how to manage the customer experience, when and how to use analytics to measure the success of your marketing campaigns, how to address change when the need arises, and how to innovate implementing new ideas or polishing existing campaigns. The customer experience should be top of mind for the entire marketing team all the time. How the consumer experiences your product and service or your content is the key to brand equity. Retail displays, advertising, and your overall marketing communications are vital. A buyer persona is a profile of your target market or audience. Marketing messages need to be developed from a customer perspective. Your demographics and the buying behaviors of your target market should be something you know, from your market research. This information includes the age range, gender, race, geographic area, and buying habits of the majority of your target market. Once you know those demographic factors, you can use them in your marketing efforts. It's best to focus on individuals who fit those demographic characteristics in all of your marketing communications. The individual consumers from these demographic categories will then see themselves in all of your materials and understand how your product, service, or content will fit into their perspective, personality, or overall lives. Start with developing marketing materials and content that will attract your target demographic. Find out what TV shows, music, movies, and other multimedia and cultural activities attract your audience. Then, design similar commercials and content for them to enjoy and become attracted to your brand in the same way they are attracted to the other media. Cultural study is as important as market research when designing marketing materials. You want your target audience to be as attracted to your brand and its offerings as they are attracted to their favorite cultural icons and influencers. Yes, these cultural icons are influencers, and an organization wants to create similar icons and cultural value that will attract consumers. Primarily, you want them to be attracted to your brand and its offerings, but if they become attached to cultural icons you create, that's not such a bad thing. Think about the kids' cereal you used to eat in your childhood, or maybe you still do. Remember all of the cultural icons from the cereal boxes that talked to you on Saturday morning TV and told you to buy their cereal or toys? Chances are you can still remember them clearly. Think of some of your favorite characters on TV commercials. What attracts you to them? Part of it is familiarity, which you can ensure by making your message frequent and consistent. Repetition works. You may not like the character in the commercial at first, but over time, you'll not only become more familiar with that character, but you'll also wonder where they've been if you haven't seen them for awhile. Because of our exposure to their antics and personalities from so many commercials we've seen, many cultural icons become almost like house guests, in the sense that you expect their return and you want to see how they will evolve over time. The best characters in TV commercials tell stories or act out parts that help build viewers' expectations. Those expectations sometimes translate into sales and more importantly, trust. You trust them, even though you don't actually know them. They may be animals that talk, but you'll lower your guard and trust them because how could an animal lie to you, right? Viewers watch their storylines and anticipate their next antics and chapters in their commercial stories. That's the key to marketing and developing content. Create a story and build upon it monthly, quarterly, seasonally, or as often as you can. This is what makes people follow these famous icons. We build up trust and wanna find out what they are up to next.

Beginner Provider : Mark Preising 8 Lessons · 30m in Arabic, German, English, Spanish, French, Portuguese, Chinese

Course Description

These lessons explore how to manage your customers’ experience and how to measure the success of your marketing campaign. They also explore how to apply innovative new ideas to your approach while addressing change when it arises. Finally, they cover how to update and improve existing marketing campaigns.

What You'll Learn

Develop buyer personas to better understand your customers
Identify what motivates your customers
Manage and improve the customer experience
Employ analytics to measure the effectiveness of marketing campaigns
Create a plan for responding to and embracing change
Update and improve existing marketing campaigns

Key Takeaways

The course explains how to manage your customers' experience and measure the success of your marketing campaign.
Learners build buyer personas and learn what motivates their customers.
The lessons cover applying innovative new ideas while addressing change when it arises.
The course shows how to update and improve existing marketing campaigns.
Analytics are used to measure campaign effectiveness.

Frequently Asked Questions

What will I learn in this course?

You will learn how to manage your customers' experience, measure the success of your marketing campaign, apply innovative new ideas while addressing change, and update and improve existing marketing campaigns.

What are the learning objectives of this course?

The objectives are to develop your buyers' personas, know what motivates your customers, and create a plan for responding to change.

What topics do the lessons cover?

The lessons cover managing customer experiences, employing analytics to measure campaign effectiveness, and innovating and embracing change, and the course concludes with a Test Your Knowledge section.

What skills does this course help build?

It helps build skills in consumer analytics, customer analysis, customer analytics, customer experience strategy (CX), customer experience improvement, and customer interaction management.