Understanding Your Customer Using Personas and Empathy Maps

Solving customer problems isn’t just a contest of technology or talent. It’s often about who is doing a better job of listening to the customer. Some call this “strategic empathy.” So if you want to build a successful new product or service, understanding your customer is paramount. In this talk, we will explore the process of creating data-informed, accurate customer profiles — and then how we can extend those profiles into empathy maps. We’ll see some real-world examples from companies like Ancestry.com, Bluehost, and others. And we’ll be sure to leave some time for a discussion on how this kind of thinking might help your business scale its ability to listen.