Using Segmentation, Personas and Customer Journey Mapping

Chapter 3 of the Implementing a Customer Experience (CX) Strategy Best Practice Guide

Implementing an effective customer experience strategy starts with understanding the consumer. This chapter looks at the role of segmentation, personas and customer journey mapping in developing that understanding.

By Neil Perkin

9 minute read

With consumer behaviour changing all the time, as well as new platforms creating myriad ways of interacting with customers, it is crucial for brands to understand the journeys they are taking. This chapter introduces the practices of segmentation, using personas, and customer journey mapping. It covers:

Customer segmentation: How can different types of customer segment allow for more sophisticated content and messaging delivery, and what role can machine learning play?
Personas: How can these fictional representations of key customer segments be used to inform CX strategy, and what must each persona include? A persona template is included.
Customer journey mapping: What are the different types of customer journey maps, and what key elements are required to create a map that most accurately reflects the customer journey? A customer journey mapping canvas is also included.