Customer Understanding
These tools build the picture of who the customer is, what they value, and how they move through a purchase. Five of them share data on the same device: Persona Builder feeds the Customer Journey Mapper, and STP Builder feeds the Campaign Brief Generator.
Persona cards at four detail levels, including a stage-by-stage Journey level, exported as PNG, PDF, or JSON.
Segmentation, targeting, and positioning as an interactive dot-cluster diagram, ending in a draft campaign brief.
Each persona's goal, emotion, and segment stage by stage, with a service blueprint and pain points tagged to the four service gaps.
Attributes plotted by importance and performance, sorted into concentrate here, keep up the good work, low priority, and possible overkill.
Paste transactions, score customers on recency, frequency, and monetary value, and get segments with an action for each.
An interactive canvas: drag notes onto the value map and customer profile, match them, and see how well they fit.
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