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Make them realistic, talk to “real customers” and asked them about the issues and challenges they face. Use real world examples to make your personas and stories authentic.
The final part of the process is to develop a summary that describes and outlines how your products and/or services solve customers’ problems, ease their pain points and/or meet their needs.
Here are more examples (written for a customer in the fleet management software space). The ins and outs of managing a vehicle fleet or leasing business may be meaningless to you but these examples give a clear illustration of buyer personas in action:
Example 1) Why buy Bynx for Fleet Management?
Philippe is director of transport and mobility for a Europe- wide company that manages a fleet of 8,500 vehicles. The Board feels the business should be more competitive overall and is looking, in particularly, at the fleet and for Philippe to come up with ways in which costs can be cut - without compromising customer service.
Philippe has been asked to report back with an accurate
overview of how much the fleet is costing and an action plan for where savings can be made. At the same time, the company wants to simplify
operational complexity and increase efficiency. Tall order?
How can bynxFLEET help Philippe?
bynxFLEET has been designed specifically for fleet management and incorporates all industry standard best practices and efficiencies. It supports multiple languages and can provide a single platform for all the multinational markets in which Philippe’s business operates. It provides a transparent view into all cost information and financial data that Philippe and his Board need to make intelligent financial decisions. This will help them make the business more competitive and profitable overall - without stripping costs from areas that may undermine customer service.
Example 2) Why buy Bynx for Vehicle Leasing and Finance companies?
Simon’s company is one of the largest vehicle leasing and finance businesses in Australia. It is currently using a software platform (developed partly in-house) for financial management. Elements of the platform that run day-to-day operations are industry standard, off-the-shelf packages. Integration is a nightmare. Managing interfaces creates problems for Simon and the whole thing is
©Alison Campbell 2017
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