Episode notes
The CX Goalkeeper had a smart discussion with Annette Franz
My learnings discussing about the book “Customer Understanding”, while we went through the three chapters:
1) Listening
Start with the customers and design / develop products for them. (and don’t try to find customers for the products).
Starting with “listening” and continuing by capturing all the relevant data and consolidating them: these steps help to really understand the customers.
2) Characterize:
Segments are like the continents on our planet. They are too high level to design experiences.
A “Buyer Persona” is also too high level for customer journey mapping. It shows preferences, what customer buys and how he/she buys.
The ...