Discovery Through Personas and Customer Journeys

Gain Prospect and Customer Intelligence and Access Current State

The objective of the Customer Discovery Phase is to create a consistent shared understanding of who the organization’s prospects and customers are; their needs, wants, perceptions and preferences of service delivery and how well you currently are delivering on your brand promise. Customer types are categorized through persona development, each aligned with unique journey validation.

During the process, we will baseline where you are as it relates to “CX Maturity”, measuring 6 key areas:

  • Organization culture
  • Analytics & measurement systems
  • Understanding of Customer Journeys
  • Organization’s current alignment with the voice-of-the-customer
  • Centralized or fragmented CX
  • Senior Leadership’s role in your CX program
Maturity Grid
CX Maturity Framework

Special attention is placed upon customer empathy mapping and potential service gaps.

Persona Development

The purpose of personas is to create reliable and realistic representations of your key audience segments for reference. These representations should be based on qualitative and some quantitative user research and web analytics. Remember, your personas are only as good as the research behind them. Effective personas:

  • Represent a major user group for your website
  • Express and focus on the major needs and expectations of the most important user groups
  • Give a clear picture of the user’s expectations and how they’re likely to use the site
  • Aid in uncovering universal features and functionality
  • Describe real people with backgrounds, goals, and values

Customer Journeys

The customer journey spans a variety of touch-points by which the customer moves from awareness to engagement and purchase. Successful brands focus on developing a seamless experience that ensures each touchpoint interconnects and contributes to the overall journey.

Key Steps in the Discovery Process

  • Discovery “Flight”
  • Stakeholder Interviews
  • Executive Debrief
  • CX Persona and Journey Workshops
  • Deliver Findings to Stakeholders

Recent Journey Orchestration Workshops

Learn More about the CX Discovery Process

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