1) Customer Personas: In a B2B world, it's easy to lose sight that there are multiple personas within any organization that make up your "Customer". For example, when selling a digital banking platform, the decision maker "Robert" doesn't have the same priorities as "Chris" the implementation project manager. "Leanne" may be the one administering your product but it's "Liz" whose customer care team will use the product daily. To create customer empathy across our 600+ employee organization, we pulled together a cross-functional team of key influencers to interview customers, identify the top few personas and clarify what matters most to them. While the exercise felt like a luxury in our fast moving SaaS world, we leveraged these personas over and over again as sales, product managers and engineers moved beyond "the customer wants it" to "Leanne needs this to do her job". That focus informed decisions..
It's so easy to say "be customer focused" but operationalizing it across large and rapidly growing teams is a challenge. What do you think? What have you found helpful? I'd love to hear your insights and advice so take a moment and add a Comment.