{"id":41273,"date":"2020-02-01T00:00:00","date_gmt":"2020-02-01T00:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/user-persona\/"},"modified":"2025-03-13T06:30:43","modified_gmt":"2025-03-13T13:30:43","slug":"user-persona","status":"publish","type":"post","link":"\/us\/en\/blog\/user-persona\/","title":{"rendered":"User personas: the key to getting to know your customers better"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">The more you know about your customers, the better.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is especially true when improving customer experience is <\/span><a href=\"https:\/\/www.adobe.com\/uk\/offer\/digital-trends-2020.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">the top priority<\/span><\/a><span style=\"font-weight: 400;\"> of companies today.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The good news? We have more tools at our fingertips to determine our customers\u2019 desires than ever.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Think about it. We can pick their brains via email, social media, and surveys. Business intelligence and analytics tools can teach us\u2014without them having to tell us\u2014everything from their favorite products to their biggest pain points.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Figuring out how to better serve our customers (and hitting those all important <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/marketing-objectives\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing objectives<\/a>) doesn\u2019t have to be a guessing game.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But does your company have all of that information in one place?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If not, it\u2019s time to think about creating a user persona. By creating personas for your customers, you effectively have a constant reference point for giving your audience exactly what they want.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this post, we\u2019ll look at:<\/span><\/p>\n<ul style=\"font-size: 15px;\">\n<li style=\"font-weight: 400;\"><a href=\"#What a user persona is\"><span style=\"font-weight: 400;\">What a user persona<\/span><span style=\"font-weight: 400;\"> is<\/span><\/a><\/li>\n<li><a href=\"#Why businesses need user personas\">Why businesses need user personas<\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#How to create a user persona from scratch\"><span style=\"font-weight: 400;\">How to create a user persona from scratch<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#A simple persona template (and how to use it)\"><span style=\"font-weight: 400;\">A<\/span><span style=\"font-weight: 400;\"> simple persona template<\/span><span style=\"font-weight: 400;\"> (and how to use it)<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#What about using a persona maker\"><span style=\"font-weight: 400;\">What about using a persona maker?<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#How to make your user personas work\"><span style=\"font-weight: 400;\">How to make your user personas work<\/span><\/a><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Don\u2019t forget to <\/span><a href=\"https:\/\/netstorage.ringcentral.com\/blog\/user-persona-template.docx\"><b>download the free user persona template<\/b><\/a><span style=\"font-weight: 400;\"> we\u2019ve created to use as you\u2019re going through these steps!<\/span><br \/>\n<a name=\"What a user persona is\"><\/a><\/p>\n<h2 style=\"padding-top: 35px;\"><span style=\"font-weight: 900;\">What is a user persona, anyway?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Good question. To kick things off, let\u2019s quickly define what a user persona is.<\/span><\/p>\n<p><b><i>A user persona (also known as a customer persona) is a profile of your business\u2019s ideal customer. Detailing your customers\u2019 backgrounds, desires, and struggles, personas are avatars of the people you do business with every day.<\/i><\/b><\/p>\n<p><span style=\"font-weight: 400;\">Think of a user persona as a sort of snapshot of one of your actual customers. Although your user persona isn\u2019t an <\/span><i><span style=\"font-weight: 400;\">actual<\/span><\/i><span style=\"font-weight: 400;\"> customer themselves, they represent the demographics and desires of the people your company works with.\u00a0<\/span><br \/>\n<a name=\"Why businesses need user personas\"><\/a><\/p>\n<h2 style=\"padding-top: 35px;\"><span style=\"font-weight: 900;\">Why businesses need user personas<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">At a glance, a persona might sound like something that\u2019s tech-heavy or reserved for big businesses.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The reality, though? Small businesses should totally create user personas, too!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For starters, there\u2019s a lot less work involved than you might think. Chances are you already have the information needed to put together a comprehensive customer persona.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But let\u2019s take a moment to run down the big-picture benefits of creating a user persona.<\/span><\/p>\n<h3 style=\"color: #434343; padding-top: 15px;\"><span style=\"font-weight: 500;\">1. <strong>It helps your employees understand what a customer actually looks like<\/strong><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">No matter what you\u2019re selling, there are usually common threads between your customers (especially the <\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/happy-customers\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">happy customers<\/span><\/a><span style=\"font-weight: 400;\">).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Their age group. Their income level. Their challenges and desires.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By identifying these common threads, it makes life easier on every single member of your team.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, a salesperson can use these common characteristics to more quickly identify <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/sales-conversation-starters\/\" target=\"_blank\" rel=\"noopener noreferrer\">conversation starters<\/a> or overcome objections during a call (think: emphasizing a low-priced product to customers with smaller budgets).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With your user personas handy, your employees know exactly what your customers look like in the wild and how to approach them. It also makes for easier prospecting as you can say, \u201cOkay, this person is <\/span><i><span style=\"font-weight: 400;\">definitely<\/span><\/i><span style=\"font-weight: 400;\">\u201d a potential customer because they check off all the right boxes of your persona (think: demographics, professional background, and challenges).<\/span><\/p>\n<h3 style=\"color: #434343; padding-top: 15px;\"><span style=\"font-weight: 500;\">2. <strong>It empowers your team to provide better customer service<\/strong><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Note that nearly <\/span><a href=\"https:\/\/cdn2.hubspot.net\/hubfs\/2771217\/Content\/2018%20Customer%20Service%20Expectations%20Gladly.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">70% of consumers<\/span><\/a><span style=\"font-weight: 400;\"> are willing to pay a premium for better customer service. This really speaks to the financial incentive for companies to know their audience inside and out, and a user persona helps paint a clearer picture of your customers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And when you understand what makes your customers tick, it makes it easier to serve them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, let\u2019s say that your<a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/how-to-find-your-target-audience\/\" target=\"_blank\" rel=\"noopener noreferrer\"> target audience<\/a> is older and prefers to communicate over the phone. Based on this, you can spend less time trying to chase them down via email or social media.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With a persona, your customer service team is <\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-service-teamwork\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">more effective<\/span><\/a><span style=\"font-weight: 400;\"> as everyone is on the same page when it comes to how to reach your target audience.<\/span><\/p>\n<h3 style=\"color: #434343; padding-top: 15px;\"><span style=\"font-weight: 500;\">3. <strong>It helps you understand your customers on a human level<\/strong><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">To create a good user persona,\u00a0 you have to be able to understand your customers on a personal level.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This means doing more than just selling your product or service\u2014it means learning to empathize with them. By adhering to a <\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-centric-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">customer-centric strategy<\/span><\/a><span style=\"font-weight: 400;\"> that focuses on solving problems, you can form meaningful relationships with your buyers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As you\u2019re creating your user persona, you should be asking questions. Lots of them. What\u2019s holding them back in their professional lives? What motivates them? What\u2019s the number one problem they\u2019re looking to have solved?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your customers are more than willing to talk to you, and a persona is the perfect place to highlight those important questions and answers.<\/span><\/p>\n<h3 style=\"color: #434343; padding-top: 15px;\"><span style=\"font-weight: 500;\">4. <strong>It improves onboarding for employees who\u2019ve never met a customer before<\/strong><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">This is a big one!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Onboarding new hires is one of the most important pieces of <\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/small-business-management\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">small business management<\/span><\/a><span style=\"font-weight: 400;\">. Before your employees have a chance to interact with customers face-to-face, user personas can do the trick of helping them understand what your customers like, what they\u2019re looking for, what they dislike, and more.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Personas allow you to reinforce your company values, tone, and messaging before your employees ever have to hop on a call or meet a customer in person. Anything you can do to help new hires learn about your audience is a plus.<\/span><br \/>\n<a name=\"How to create a user persona from scratch\"><\/a><\/p>\n<h2 style=\"padding-top: 35px;\"><span style=\"font-weight: 900;\">How to create a user persona from scratch: the key elements<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Okay, now onto the good stuff.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s no \u201cone-size-fits-all\u201d approach to creating user personas. That said, there are some key details and information that you should include if you want your personas to accurately reflect your customers.\u00a0<\/span><\/p>\n<h3 style=\"color: #434343; padding-top: 15px;\"><strong>User demographics<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Let\u2019s start with the basics. These demographic details highlight your users\u2019 backgrounds.\u00a0<\/span><\/p>\n<ul style=\"font-size: 15px;\">\n<li><b>Age: <span style=\"font-weight: 400;\">How old is your typical customer?<\/span><\/b><\/li>\n<li><b>Location: <\/b><span style=\"font-weight: 400;\">Where do they live (think: a specific city and\/or state)?<\/span><\/li>\n<li><b>Income:<\/b><span style=\"font-weight: 400;\"> What is their annual salary? (What\u2019s the revenue of their company?)<\/span><\/li>\n<li><b>Role:<\/b><span style=\"font-weight: 400;\"> What do they do for a living? What role do they have at their current company (ex: marketing manager)?<\/span><\/li>\n<li><b>Education level: <\/b><span style=\"font-weight: 400;\">High school, college-educated, advanced degree, and so on.<\/span><\/li>\n<li><b>Years of experience: <\/b><span style=\"font-weight: 400;\">How long have they been in their current role?<\/span><\/li>\n<\/ul>\n<h3 style=\"color: #434343; padding-top: 15px;\"><strong>Bio<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Your persona\u2019s bio serves as a place to summarize who your customer is and what they\u2019re all about. For example, how would you describe their personality? What do they like to do at work and during their free time?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Highlighting the personal and professional background of your persona makes them seem more human and tangible. You don\u2019t need to write a novel here: just a few sentences is enough.<\/span><\/p>\n<h3 style=\"color: #434343; padding-top: 15px;\"><strong>Job responsibilities<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">This section of your persona highlights what your typical customer does at work, providing a sort of snapshot of their daily lives.<\/span><\/p>\n<ul style=\"font-size: 15px;\">\n<li><b>Duties: <\/b><span style=\"font-weight: 400;\">What do your customers do on a day-to-day basis? Are they running meetings? Managing employees?<\/span><\/li>\n<li><b>Who do they work with? <span style=\"font-weight: 400;\">Which departments or teams do they collaborate with?<\/span><\/b><\/li>\n<li><b>Who do they report to? <\/b><span style=\"font-weight: 400;\">Are they a decision-maker? Do they report to managers or higher-ups?<\/span><\/li>\n<\/ul>\n<h3 style=\"color: #434343; padding-top: 15px;\"><strong>Challenges and pain points<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">These details can help you better understand what your customers are struggling with\u2014and more importantly, how you can help.\u00a0<\/span><\/p>\n<ul style=\"font-size: 15px;\">\n<li><b>What keeps them from doing their job? <\/b><span style=\"font-weight: 400;\">Micromanaging? Useless meetings?<\/span><\/li>\n<li><b>What frustrates them at work? <\/b><span style=\"font-weight: 400;\">Low pay, lack of productivity (here are a few <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/simple-steps-to-boost-your-teams-productivity\/\" target=\"_blank\" rel=\"noopener noreferrer\">productivity tips<\/a>), not feeling heard or seen by managers, etc.<\/span><\/li>\n<li><b>What areas do they need support in? <span style=\"font-weight: 400;\">Do they need more time? Better tools?<\/span><\/b><\/li>\n<\/ul>\n<h3 style=\"color: #434343; padding-top: 15px;\"><strong>Professional and personal goals<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Your persona motivations represent broader details that help highlight your customers\u2019 personalities and what they want out of work and life in general.<\/span><\/p>\n<ul style=\"font-size: 15px;\">\n<li><b>What are their short-term desires? <\/b><span style=\"font-weight: 400;\">Get more done, be less stressed at work, build better relationships in the office, etc.<\/span><\/li>\n<li><b>What are their long-term goals?<\/b><span style=\"font-weight: 400;\"> Get promoted, find a new job, start their own business, etc.<\/span><\/li>\n<li><b>What are their personal desires<\/b><span style=\"font-weight: 400;\">? Change the world, activism, etc.<\/span><\/li>\n<\/ul>\n<h3 style=\"color: #434343; padding-top: 15px;\"><strong>Professional and personal preferences<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">These details signal the current brands and businesses that your customers like.\u00a0<\/span><\/p>\n<ul style=\"font-size: 15px;\">\n<li><b>Apps:<\/b><span style=\"font-weight: 400;\"> What sorts of apps and tools are they using on a regular basis? At work? At home?<\/span><\/li>\n<li><b>Communication: <\/b><span style=\"font-weight: 400;\">What social media platforms do they use? Do they prefer to talk via email? Phone calls?<\/span><\/li>\n<li><b>Brands:<\/b><span style=\"font-weight: 400;\"> What are their favorite brands? Who are they buying from?<\/span><\/li>\n<\/ul>\n<h3 style=\"color: #434343; padding-top: 15px;\"><strong>Photos<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Coupling photos to your personas allows you to bring them to life and makes your customer avatar seem more real.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are a few places where you can find royalty-free <\/span><b>persona profile pictures:<\/b><\/p>\n<ul style=\"font-size: 15px;\">\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/www.pexels.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Pexels<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/pixabay.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Pixabay<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"https:\/\/www.canva.com\/photos\/search\/royalty-free\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Canva<\/span><\/a><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-3384\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image2-56-1024x326.png\" alt=\"Canva images of young professional people\" width=\"840\" height=\"267\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Some companies also attach moodboards to their user personas. A moodboard is basically a collection of images that highlight the backgrounds, interests, or environment of your customer.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Either way, you can actually create moodboards with tools like <\/span><a href=\"https:\/\/www.canva.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Canva<\/span><\/a><span style=\"font-weight: 400;\"> with their pre-built templates.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-3389\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image7-24-1024x548.png\" alt=\"Canva pre-built template for moodboards\" width=\"840\" height=\"450\" \/><\/p>\n<p><span style=\"font-weight: 400;\">As a side note, the level of detail you go into to create a user persona is totally up to you. (Although it shouldn\u2019t be an exercise that takes weeks upon weeks.) To avoid analysis paralysis with your personas, stick to the principle of \u201ckeep it simple.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To make this even simpler, we put together a basic persona template that you can totally steal.<\/span><br \/>\n<a name=\"A simple persona template (and how to use it)\"><\/a><\/p>\n<h2 style=\"padding-top: 35px;\"><span style=\"font-weight: 900;\">A simple persona template (and how to use it)<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Here\u2019s our customizable persona template summarizing the details we wrote out earlier.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can add or remove bullet points based on the information you and your company have available. As an added bonus, <a href=\"https:\/\/netstorage.ringcentral.com\/blog\/user-persona-template.docx\">we also made this <b>free persona template<\/b> downloadable in Word<\/a>:<\/span><\/p>\n<table style=\"height: 805px;\" border=\"2\" width=\"100%\">\n<tbody>\n<tr>\n<td style=\"width: 590px;\" colspan=\"2\">\n<p style=\"text-align: center;\"><strong>Meet [Persona Name]!<\/strong><\/p>\n<p style=\"text-align: center;\"><strong><em>[Photo]<\/em><\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 289px; background-color: #cfe2f3; text-align: center; vertical-align: top;\"><strong>Bio<\/strong><\/p>\n<p style=\"text-align: center;\"><strong><em>[Placeholder]<\/em><\/strong><\/p>\n<\/td>\n<td style=\"width: 295px; background-color: #d9ead3; text-align: center; vertical-align: top;\"><strong>Background Info<\/strong><\/p>\n<ul style=\"font-size: 15px;\">\n<li style=\"text-align: left;\"><strong>Age:\u00a0<\/strong><\/li>\n<li style=\"text-align: left;\"><strong>Location:<\/strong><\/li>\n<li style=\"text-align: left;\"><strong>Income:<\/strong><\/li>\n<li style=\"text-align: left;\"><strong>Education level:<\/strong><\/li>\n<li style=\"text-align: left;\"><strong>Role:<\/strong><\/li>\n<li style=\"text-align: left;\"><strong>Years of experience:<\/strong><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 289px; background-color: #d9d2e9; text-align: center; vertical-align: top;\"><strong>Job Responsibilities<\/strong><\/p>\n<ul style=\"font-size: 15px;\">\n<li style=\"text-align: left;\"><strong>Day-to-day tasks:<\/strong><\/li>\n<li style=\"text-align: left;\"><strong>Works with:<\/strong><\/li>\n<li style=\"text-align: left;\"><strong>Reports to:<\/strong><\/li>\n<li style=\"text-align: left;\"><strong>Team\/company size:<\/strong><\/li>\n<\/ul>\n<\/td>\n<td style=\"width: 295px; background-color: #d0e0e3; text-align: left; vertical-align: top;\">\n<p style=\"text-align: center;\"><strong>Personal and Professional Goals<\/strong><\/p>\n<ul style=\"font-size: 15px;\">\n<li><strong>Short-term goals:<\/strong><\/li>\n<li><strong>Long-term goals:<\/strong><\/li>\n<li><strong>Motivations:<\/strong><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 289px; background-color: #f4cccc; text-align: center; vertical-align: top;\"><strong>Challenges and Pain Points<\/strong><\/p>\n<ul style=\"font-size: 15px;\">\n<li style=\"text-align: left;\"><strong>Frustrations at work:<\/strong><\/li>\n<li style=\"text-align: left;\"><strong>Spends too much time:<\/strong><\/li>\n<li style=\"text-align: left;\"><strong>Stressed out about:<\/strong><\/li>\n<\/ul>\n<\/td>\n<td style=\"width: 295px; background-color: #fff2cc; vertical-align: top;\">\n<p style=\"text-align: center;\"><strong>Personal and Professional Preferences<\/strong><\/p>\n<ul style=\"font-size: 15px;\">\n<li><strong>Favorite apps\/software:<\/strong><\/li>\n<li><strong>Favorite brands:<\/strong><\/li>\n<li><strong>Social media:<\/strong><\/li>\n<li><strong>Gets information through:<\/strong><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 289px;\" colspan=\"2\">\n<p style=\"text-align: center;\">\u00a0\u00a0<strong>Moodboard (Optional)<\/strong><\/p>\n<p style=\"text-align: center;\"><strong>[Placeholder]<\/strong><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">And below is an example of <\/span><b>how to write user personas<\/b><span style=\"font-weight: 400;\"> using our template:<\/span><\/p>\n<table style=\"height: 1247px;\" border=\"2\" width=\"100%\">\n<tbody>\n<tr>\n<td style=\"width: 590px;\" colspan=\"2\">\n<p style=\"text-align: center;\"><strong>Meet Hannah!<\/strong><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"aligncenter wp-image-3387 size-medium\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image5-34.png\" alt=\"Meet Hannah\" width=\"405\" height=\"400\" \/><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 289px; background-color: #cfe2f3; text-align: center; vertical-align: top;\"><strong>Bio<\/strong><\/p>\n<p style=\"text-align: left; padding-left: 10px; padding-right: 10px;\"><span style=\"font-weight: 400; font-size: 15px;\">Hannah is the social media manager of a tourism and travel company in Tampa Bay. She generally enjoys her work but is struggling with managing her schedule. She\u2019s interested in helping her company target younger clients and better define their <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/brand-voice-template\/\" target=\"_blank\" rel=\"noopener noreferrer\">brand voice<\/a>.\u00a0<\/span><\/p>\n<p style=\"text-align: left; padding-left: 10px; padding-right: 10px;\"><span style=\"font-weight: 400; font-size: 15px;\">Long-term, Hannah wants to start her own remote marketing agency and travel the world. In her free time, Hannah is an avid travel photographer with over 10,000 followers on Instagram. She\u2019s a creative, natural leader.<\/span><\/p>\n<\/td>\n<td style=\"width: 295px; background-color: #d9ead3; text-align: center; vertical-align: top;\"><strong>Background Info<\/strong><\/p>\n<ul style=\"font-size: 15px;\">\n<li style=\"text-align: left;\"><strong>Age:<\/strong><span style=\"font-weight: 400;\"> 27<\/span><\/li>\n<li style=\"text-align: left;\"><strong>Location: <\/strong><span style=\"font-weight: 400;\">Tampa. FL<\/span><\/li>\n<li style=\"text-align: left;\"><strong>Income: <\/strong><span style=\"font-weight: 400;\">$65,000<\/span><\/li>\n<li style=\"text-align: left;\"><strong>Education level: <\/strong><span style=\"font-weight: 400;\">Bachelor\u2019s degree<\/span><\/li>\n<li style=\"text-align: left;\"><strong>Role: <\/strong><span style=\"font-weight: 400;\">Social Media Manager<\/span><\/li>\n<li style=\"text-align: left;\"><strong>Years of experience: ~<\/strong><span style=\"font-weight: 400;\">3<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 289px; background-color: #d9d2e9; text-align: center; vertical-align: top;\"><strong>Job Responsibilities<\/strong><\/p>\n<ul style=\"font-size: 15px;\">\n<li style=\"text-align: left;\"><strong>Day-to-day tasks:\u00a0<span style=\"font-weight: 400;\">Creating content and sourcing content for clients, reporting and analytics, meeting with new clients<\/span><\/strong><\/li>\n<li style=\"text-align: left;\"><strong>Works with:\u00a0<span style=\"font-weight: 400;\">Community manager, freelancers and contract workers, marketing and sales team(s)<\/span><\/strong><\/li>\n<li style=\"text-align: left;\"><strong>Reports to:\u00a0<span style=\"font-weight: 400;\">Marketing manager, Growth manager<\/span><\/strong><\/li>\n<li style=\"text-align: left;\"><strong>Team\/company size:\u00a0<span style=\"font-weight: 400;\">~50<\/span><\/strong><\/li>\n<\/ul>\n<\/td>\n<td style=\"width: 295px; background-color: #d0e0e3; text-align: left; vertical-align: top;\">\n<p style=\"text-align: center;\"><strong>Personal and Professional Goals<\/strong><\/p>\n<ul style=\"font-size: 15px; padding-right: 10px;\">\n<li><strong>Short-term goals: <\/strong><span style=\"font-weight: 400;\">Waste less time at work, create \u201chip\u201d content, work alongside brands that match her aesthetic\u00a0<\/span><\/li>\n<li><strong>Long-term goals: <\/strong><span style=\"font-weight: 400;\">Manage a larger team by moving up within her company, eventually run her own marketing agency<\/span><\/li>\n<li><strong>Motivations: <\/strong><span style=\"font-weight: 400;\">Freedom and flexibility at work, being in a leadership position, working with \u201ccool\u201d brands, having her voice heard<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 289px; background-color: #f4cccc; text-align: center; vertical-align: top;\"><strong>Challenges and Pain Points<\/strong><\/p>\n<ul style=\"font-size: 15px; padding-right: 10px;\">\n<li style=\"font-weight: 400; text-align: left;\"><span style=\"font-weight: 400;\">Frustrated with lack of effective collaboration beyond the marketing team, wants more face-to-face time with clients, wants company to change direction in terms of clients and content<\/span><\/li>\n<li style=\"font-weight: 400; text-align: left;\"><span style=\"font-weight: 400;\">Spends too much time in meetings and sending emails to clients and colleagues<\/span><\/li>\n<li style=\"font-weight: 400; text-align: left;\"><span style=\"font-weight: 400;\">Stressed out about reporting and \u201cproving\u201d the ROI of her work<\/span><\/li>\n<\/ul>\n<\/td>\n<td style=\"width: 295px; background-color: #fff2cc; vertical-align: top;\">\n<p style=\"text-align: center;\"><strong>Personal and Professional Preferences<\/strong><\/p>\n<ul style=\"font-size: 15px;\">\n<li><strong>Favorite apps\/software: <\/strong><span style=\"font-weight: 400;\">Buffer, Mailchimp, Google Workspace, Evernote, Canva<\/span><\/li>\n<li><strong>Favorite brands: <\/strong><span style=\"font-weight: 400;\">Google, Netflix, Outdoor Voices, Patagonia<\/span><\/li>\n<li><strong>Social media: <\/strong><span style=\"font-weight: 400;\">LinkedIn, Instagram, Twitter<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><a name=\"What about using a persona maker\"><\/a><\/p>\n<h2 style=\"padding-top: 35px;\"><span style=\"font-weight: 900;\">What about using a persona maker?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Having a template is probably the fastest way to create a user persona, but if you want to get fancy, there are quite a few user persona creator tools out there, too. Below are some free (or free trial) persona maker tools you can experiment with and draw inspiration from.<\/span><\/p>\n<h3 style=\"color: #434343; padding-top: 15px;\"><strong>Xtensio<\/strong><\/h3>\n<p><a href=\"https:\/\/xtensio.com\/user-persona\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Xtensio<\/span><\/a><span style=\"font-weight: 400;\">\u2019s persona maker is comprehensive, allowing for plenty of places to input personal details, traits, and a brand moodboard. This is an <\/span><b>example of a persona<\/b><span style=\"font-weight: 400;\"> in the interior design industry using their platform:<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-3385 size-large\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image3-46-1024x799.png\" alt=\"Example of a persona in the interior design industry using Xtensio\" width=\"840\" height=\"655\" \/><\/p>\n<h3 style=\"color: #434343; padding-top: 15px;\"><strong>Smaply<\/strong><\/h3>\n<p><a href=\"https:\/\/www.smaply.com\/personas.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Smaply<\/span><\/a><span style=\"font-weight: 400;\">\u2019s persona maker is a bit more general, with less rigid guidelines for inputting customer details. If you need to create a bunch of different user personas and are pressed for time, this is a useful tool. Note the details such as a personal quote and moodboard to help bring the persona to life:<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-3383\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image1-68.png\" alt=\"Example of a researcher persona using Smaply\" width=\"655\" height=\"697\" \/><\/p>\n<h3 style=\"color: #434343; padding-top: 15px;\"><strong>Hubspot<\/strong><\/h3>\n<p><a href=\"https:\/\/www.hubspot.com\/make-my-persona\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Hubspot\u2019<\/span><\/a><span style=\"font-weight: 400;\">s <\/span><b>user persona generator<\/b><span style=\"font-weight: 400;\"> actually takes you through a step-by-step questionnaire to fill out your customer details. The end result is a stylish snapshot of your customers that you can share with your team.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-3388\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image6-27.png\" alt=\"Example of a persona using Hubspot\" width=\"831\" height=\"701\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Even if you don\u2019t use third-party tools, these <\/span><b>user persona examples<\/b><span style=\"font-weight: 400;\"> are a good starting point to give you an idea of what real-world personas look like and the level of detail you can achieve on your own.<\/span><br \/>\n<a name=\"How to make your user personas work\"><\/a><\/p>\n<h2 style=\"padding-top: 35px;\"><span style=\"font-weight: 900;\">How to make your user personas work for you<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Okay, so let\u2019s say you want to put together a persona.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Or maybe you\u2019ve gone through the process and you\u2019re wondering \u201cNow what?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s no denying that creating a persona requires time and resources on your part, so getting the most out of your end product makes sense. Below are four must-dos to make sure that your personas (and hard work) don\u2019t go to waste.<\/span><\/p>\n<h3 style=\"color: #434343; padding-top: 15px;\"><span style=\"font-weight: 500;\">1. <strong>Base your personas off of actual customer data<\/strong><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Simply put, your personas should be based on hard numbers rather than gut feelings.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s no reason to guess data points such as your average customer age or preferred method of communication. You more than likely have all of this information through platforms such as:<\/span><\/p>\n<ul style=\"font-size: 15px;\">\n<li><b>Google Analytics:<\/b><span style=\"font-weight: 400;\"> What content and blog posts are your customers finding you from? What keywords are they using to land on your site? Do they reveal pain points?<\/span><\/li>\n<li><b>A CRM: <span style=\"font-weight: 400;\">What questions are your customers asking throughout their lifecycle? What are their typical wants and needs?\u00a0<\/span><\/b><\/li>\n<li><strong>A communication platform<\/strong> (<span style=\"font-weight: 400;\">like <\/span><a href=\"https:\/\/www.ringcentral.com\/solutions\/small-business.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">RingCentral Office<\/span><\/a><span style=\"font-weight: 400;\">\u00ae<\/span><span style=\"font-weight: 400;\">): What are the most important conversations you\u2019re having with customers? Where and when are those conversations taking place?<\/span><\/li>\n<\/ul>\n<figure id=\"attachment_3390\" aria-describedby=\"caption-attachment-3390\" style=\"width: 639px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.ringcentral.com\/contact-center\/products\/omnichannel.html\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"wp-image-3390 size-full\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image8-21.png\" alt=\"RingCentral Contact Center conversations\" width=\"639\" height=\"524\" \/><\/a><figcaption id=\"caption-attachment-3390\" class=\"wp-caption-text\">For example, <a href=\"https:\/\/www.ringcentral.com\/contact-center\/products\/omnichannel.html\" target=\"_blank\" rel=\"noopener noreferrer\">RingCentral Contact Center\u2122 shows you all the conversations<\/a> you\u2019re having with customers and prospects across different channels.<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Remember, empirical data that comes from actual conversations with customers is super valuable. As noted earlier, businesses should make a point to talk to customers and ask questions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whether through calls, emails, or surveys, you can discuss desires and challenges to your customers and use the responses as part of your research. With these types of tools and <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-experience-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer experience analytics<\/a> available, you can record crucial data to put together your personas.<\/span><\/p>\n<h3 style=\"color: #434343; padding-top: 15px;\"><span style=\"font-weight: 500;\">2. <strong>Don\u2019t let persona-making be a solo act<\/strong><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Putting together a user persona shouldn\u2019t be the job of just one person on your team. Not just because it\u2019s unfair, but also because it\u2019s useful to have multiple perspectives and experiences.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Think of the process of a system of checks and balances (which is also key to <\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/effective-teamwork\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">effective teamwork<\/span><\/a><span style=\"font-weight: 400;\">, by the way). By having multiple people from multiple departments provide input, you have a more holistic understanding of what your customers look like. Although your customers may not all look the same, chances are you\u2019ll find shared characteristics along the way.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s often helpful to collaborate with your team as you\u2019re building personas. (Having a <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/collaboration-hub\/\" target=\"_blank\" rel=\"noopener noreferrer\">collaboration hub<\/a> makes things easier.) Marketing might have one view of prospects, but salespeople and customer support reps might have a different understanding of your customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re using a <\/span><a href=\"https:\/\/www.ringcentral.com\/rcapp.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">team messaging app like RingCentral<\/span><\/a><span style=\"font-weight: 400;\">, you could put together a dedicated persona-making team made up of employees across multiple departments to work together seamlessly.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-47056\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/03\/instant-messaging.png\" alt=\"RingCentral Glip instant messaging\" width=\"1354\" height=\"796\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Whatever you do, make sure that the folks who are creating personas actually spend time talking to customers (think: sales, customer service\/success, community managers) as opposed to someone who doesn\u2019t actually interact much with them.<\/span><\/p>\n<h3 style=\"color: #434343; padding-top: 15px;\"><span style=\"font-weight: 500;\">3. <strong>Share your personas with your team(s)<\/strong><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Another possible no-brainer that\u2019s worth mentioning. Once your personas are finished, make them easily accessible to your team. Maybe that means printing them out onto posters and putting them up on the walls. Perhaps you can keep them in a shared Google Doc or Drive folder.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Either way, they should be easy to reference for everyone in your company.<\/span><\/p>\n<h3 style=\"color: #434343; padding-top: 15px;\"><span style=\"font-weight: 500;\">4. <strong>Create a few more personas<\/strong><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Can\u2019t fit all of your customers\u2019 traits into a single persona? You don\u2019t have to!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Creating multiple personas makes sense, especially if you sell multiple products or services to different audiences.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, you might have a product that serves both younger and older customers or students and freelancers. In these cases, a single persona wouldn\u2019t cut it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Although there\u2019s no \u201cright\u201d answer in terms of how many personas you should have, we\u2019d err on the side of \u201cless is more\u201d for the sake of simplicity. But whether you\u2019re creating multiple personas or updating them from time to time, <\/span><b>user persona templates <\/b><span style=\"font-weight: 400;\">can help you save time by not having to start from scratch every time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And with that, we wrap up our guide!<\/span><\/p>\n<h2 style=\"padding-top: 35px;\"><span style=\"font-weight: 900;\">Ready to put together your first user persona?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Making a user persona is a good exercise, especially for small businesses, if you\u2019re looking to give your customers the best service possible.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Although going through the process might seem like a lot of legwork, it\u2019s totally worth it for the sake of stepping up your <\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">customer experience<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With the help of our <a href=\"https:\/\/netstorage.ringcentral.com\/blog\/user-persona-template.docx\">downloadable user persona template<\/a>, you can put together custom user personas in no time flat!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The more you know about your customers, the better. This is especially true when improving customer experience is the top priority of companies today. The good news? We have more tools at our fingertips to determine our customers\u2019 desires than ever. Think about it. We can pick their brains via email, social media, and surveys. &#8230;<\/p>\n","protected":false},"author":29,"featured_media":41282,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901,4],"tags":[743,18026,18027,254,18028],"class_list":["post-41273","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-leadership","category-customer-experience","tag-customer-experience","tag-customer-journey","tag-customer-personas","tag-marketing","tag-user-personas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>User personas: the key to getting to know your customers better | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Discover all about user personas in this overview. Find out how to create one, manually or with digital tools, to cater to a better customer experience.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/user-persona\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"User personas: the key to getting to know your customers better\" \/>\n<meta property=\"og:description\" content=\"Discover all about user personas in this overview. 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