Explore the Right Personas for Successful Marketing, Sales, and Service

Sabine Kirchem () and Juliane Waack ()
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Sabine Kirchem: DIGITALL Nature Germany GmbH
Juliane Waack: Billwerk+ Germany GmbH

A chapter in CRM Goes Digital, 2025, pp 135-146 from Springer

Abstract: Abstract Personas are representative, fictitious, realistic profiles of customers, users, and other target groups. They support personal communication through careful examination of needs, challenges, and motivations. This chapter introduces the concept, offers guidance on developing your own personas, and provides numerous best practices and explanatory information for possible applications and complementary methods and processes.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-658-45798-3_10

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DOI: 10.1007/978-3-658-45798-3_10

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