Building and maintaining customer relationships involves both internal and external customers. In this assignment, you will explore how marketing is used to build and nurture customer relationships, and this begins with building your persona.
So what is a persona? We all have a personality. We are born somewhere, work somewhere, eat something. It is the total sum of our personality and is critical for marketing evaluation information.
Based on our personality information and buying preferences, a customer profile is created by marketing specialists, which, in turn, is instrumental in the formulation of marketing strategies.
This information will be used to help you create your customer persona. The persona of a prospective or present client is created complete with a name and a visual image (sometimes comical).
The final step in creating your persona is devising a marketing message based on the persona’s profile.
In this message, you must address the vulnerabilities, fears, objections, and problems of the customer, so that your service/product remains appealing and leaves a lasting mark on the person’s mind.
The following page shows a very basic and introductory model of persona creation. In reality, the science of creation is much more advanced and specialists create marketing campaigns for businesses using this approach as a tool.
Also, watch this short YouTube clip for additional material on building a Customer Persona - How to Build a Startup L3 Customer Segments 3 Jobs To Be Done
Example of a Customer Persona - Audit (Europe)
Total: 30 marks
To see how this assignment will be graded, please refer to the rubric located here.