The Importance of Customer Avatars

Building customer avatars is an essential way to condense your research and understand what your ideal customer wants.

Day 10: Remember Janine?

We’ve come to the final lesson of Part 2 – customer research. And we want to kick you into part 3 with a bang!

We’ve learned how to collect data by carrying out customer research, such as email surveys, looking at testimonials, support requests, and your FAQ.

Now you’re going to organize that data so you can use it in part 3.

How does this data benefit you?

Firstly, it means no more guesswork. Every decision you make will be backed by facts, not opinions. Not sure how to market your product/service? What to say in your adverts? Or maybe you’re not sure if your new product/service will be successful?

The big questions facing your business (Will this campaign work? Is our marketing working?) can be easily answered by just looking at your research.

We just need to turn that research into an easily scannable, digestible report that you can come back to time and time again.

Remember Janine?

In your first customer research lesson we created a customer story for Janine.

Now, you’re going to write the same thing again: a customer story for Janine.

But this time, use the quotes and testimonials you got from your customer research as the basis of her story.

Go ahead and do that now on one page.

While you do this, take care to note any ideas or thoughts you have about your business, based on Janine’s feedback. They could be about onboarding processes, a new feature you think your customers would love, or  new taglines for your product!

Once you’ve finished writing out Janine’s story, list out these ideas as takeaways, and add some notes about how you can act on them.

Did you make any shocking discoveries about your customers?

We know we did when we carried out this exercise for the first time. And our clients always say the same thing when we create their customer avatars.

There might be a complaint customers have that you weren’t aware of. Or you might find customers love your product for a reason you had no idea mattered to them.

At this stage, everything is game-changing. So use it all.

Final words on customer research

I can’t stress this enough:
Everything you do should be backed by data from thorough research.

It reduces risk to near-zero, and saves so much wasted time and money on half-baked marketing campaigns and dud features.

That’s it for Part 2 of this course. We’ll wave goodbye to customer research for now — Part 3 is all about your website.

Expect landing pages, navigation issues and Value Proposition fails.

See you in the next one 🙂 And good job.