customers Flashcards
whats is the key difference between a customer and a consumer?
a customer purchases and pays for your product or service,
and the consumer is the ultimate user of your product or service.
Therefore, your customer may not be your consumer.
consider when an adult is purchasing a product or service for a child,
what are the four quadrants of customer segmentation?
psychographic - deeper understanding of personalities and traits - eg motives lifestyles and personality
behavioral - understanding of how customer or consumer knowledge and attitudes impact their buying patterns. Behavioral variables include things such as brand loyalty, price sensitivity, volume usage, and spending patterns.
demographic - age gender education family type socio economic etc (most common)
geographic - country etc relevant for market regulation and cultural norms on habits
empathy mapping
standing in someone else’s shoes / seeing through their eyes
Empathy map - quadrants
thinks, feels, says, does + negatives and positives
What are the steps in developing a Point of View Statement?
The first step is to choose which customer persona you are going to work through.
Make sure you refresh yourself on the most pressing needs as raised during the empathy mapping exercise.
Next, extrapolate a narrative insight statement that draws together a rationale for why this persona has a specific need.
Lastly, we turn this into a single sentence, the point of view statement.
For example, Rachel needs access to a reasonable priced, flexible, home delivery grocery service because fresh produce is important to her and she doesn’t want to carry home heavy shopping bags.
Finally, we do some brainstorming.
Brainstorming is generating ideas to solve a problem
How does a Point of View Statement link to an empathy map?
It brings together the insights and needs that we were uncovering during the empathy mapping process
What is a Point of View Statement?
5 things
1) a guiding statement that focuses on specific customers or consumers.
2) It brings together the insights and needs that we were uncovering during the empathy mapping process.
3) A well-thought-out point of view statement will allow you to ideate and solve your problem in a goal-oriented manner.
4) It will keep you focused on your customer or consumer, their needs, and your insights about them.
5) MUST BE HUMAN CENTRED - focused on users and people youre trying to solve a problem for
Problem Statement Framework 5 - things
A framework that can be used to draft a problem statement is the 5 W’s Framework: WHO, WHAT, WHEN, WHERE and WHY
Who is impacted by the problem?
What happens when the problem occurs?
When does the problem occur?
Where does the problem occur?
Why does the problem occur?
