Page 39 - V3 TOGA_CX Presentation

THREE CUSTOMER PERSONAS
CAPTURING THE SENTIMENT OF EACH CUSTOMER – THEIR NEEDS, PAINS AND PURCHASE PURPOSE
Three personas have been developed using the customer’s psychographic elements as opposed to demographics or the number of properties they own. The personas represent the customer’s needs, pains, purpose and reason for buying a property at a particular moment in time. As such, customers are not exclusively one persona for their entire lifetime. As the customers’ life changes and purchasing needs evolve according to the phase of life, they can transition into another persona. For example, a customer can start off being a Dream Catcher, and as they progress in their careers, they might choose to be a Legacy Building and oscillate between a Mover and Shaker in due course.
The following slides identify each persona’s characteristics, attributes and reasons for purchasing a unit. Alongside it is a storyboard that illustrates the ideal journey for each person, which highlights each touchpoint of the customer’s typical buying experience and their interaction with TOGA.
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