Why personas are the foundation of customer-centric communication

Target groups are not obsolete; they simply lack precision. To genuinely connect with customers today, one must adopt a more nuanced approach. The chapter titled „Explore the Right Personas for Successful Marketing, Sales, and Service“ illustrates how modern persona models function and explains why they are more than just visually appealing profiles in presentations.

What I took away from the chapter:

• Personas are not just demographic clusters; they are dynamic profiles that encompas attitudes, motivations and concrete decision-making behaviours.

• They enable truly personalised communication – tailored in tone, timing and channel.

• Not every potential buyer requires a persona; however, every persona must be grounded in real insights to avoid being mere decorative elements.

• B2B interactions are often underestimated; however, this is precisely where understanding the buying centre is essential, and personas assist in addressing the right roles with the right message.

• The chapter provides a clear system, practical templates, and actionable advice for developing realistic, differentiated, and applicable personas based on interviews, data, and observation.

My conclusion: Personas are not merely a creative exercise; they are a strategic tool for anyone seeking to communicate in a truly relevant manner—whether in marketing, sales, or service. This chapter demonstrates how to achieve this effectively, pragmatically, and with a realistic perspective.

🔗 To the book on Springer

This blog post is based on the chapter „Explore the Right Personas for Successful Marketing, Sales, and Service“ by Sabine Kirchem and Juliane Waack from the book "CRM Goes Digital – Design and Use of Digital Customer Interface in Marketing, Sales and Service," published in 2024 by Springer Gabler Publishing House.