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  • 1.  B2B persona and customer journey mapping

    Posted 05-26-2020 10:22 AM
    Dear all, Recently we started with our Customer Experience program - B2B environment - servicing large clients. We are struggling a bit with creating personas. We see a clear difference from the end users and DMU-people and also the context they work in also highly influences these people act and behave. Can someone give us some tips and tricks on how to cater for this? Creating personas on only company profile doesn't make sense, because companies don't have any feelings... lol... but how to cater for the much needed information of the context where either user but especially the DMU operates in? Many thanks in advance! Frederique

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    Frederique Kamp CCXP

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  • 2.  RE: B2B persona and customer journey mapping

    Posted 05-27-2020 02:34 PM
    Frederique,

    The beauty of B2B is that people buy from people, just like in B2C.

    The short answer is this: You've got to create personas based on who your customer(s) is(/are) within that B2B organization. Is it the purchasing agent? the IT person? packaging? head of manufacturing? etc. You'll go about developing those personas the same way you would in a B2C scenario, i.e., research, interviews, etc.

    Annette :-)

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    Annette Franz CCXP
    Founder/CEO
    CX Journey Inc.
    Chair, CXPA Board
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