Going beyond the persona

As previously described, by rallying around the product or service users, an organization benefits from a more holistic view of customer nuance, impact, client value, and opportunities for improvement and growth that fuel creative solutions and innovation.

Overall organizational sharing and alignment of customer data

Each organizational unit benefits, along with improved cross-organization outcomes, in the following ways:

• Shared language
• Shared knowledge
• A shared understanding of the customer
• Gap analysis based on the total addressable market
• Validation of activities across the org (based on a customer-centric lens)
• Reduced duplicate effort
• Informed next-step product and service decisions
• Informed internal and external communication