Personas can be quickly created utilizing existing customer research, transactional
attributes (purchases categories, frequencies, channel interactions, etc.) and
knowledge gathered from front-line personnel. Assumptions and insights can
be confirmed and validated by conducting a small set of targeted interviews with
customers who best represent newly developed personas.
Developing customer knowledge is relatively easy today; it doesn’t have to be all
inclusive to be a valuable and worthwhile business asset. For an organization to fully
leverage this information, customer persona information has to be easily accessible,
understood across a number of different constituencies and compatible with
operational metrics.