by Annette Franz | Jul 23, 2025 | action, closed-loop process, customer experience, customer understanding, customer-centric, customer-centric culture, data, feedback, insights, journey mapping, operationalize, personas, Uncategorized
I still see people using the term “customer-centric” incorrectly. What does it truly mean to be customer-centric? It looks like this: There are no discussions, no decisions, no designs without bringing in the customer and her voice, without asking how it...
by Annette Franz | May 7, 2025 | employee experience, employee understanding, employees, personas, Uncategorized
Last week, I wrote about customer personas and the importance of socializing and operationalizing them. I also shared ways to do both. And guess what? The same level of importance and methods of embedding them into the organization apply to employee personas, as well!...
by Annette Franz | Apr 30, 2025 | customer experience, customer experience design, customer understanding, employee experience, employee understanding, personas, Uncategorized
Personas are fictional characters that are created to represent ideal prospects or actual customers based on needs, pain points, problems to be solved, jobs to be done, preferences, expectations, goals, and more. Personas are research based, created by starting with...
by Annette Franz | Dec 13, 2023 | customer experience, customer experience design, employee experience, personas, product design, Uncategorized
Over the years, I’ve written a lot about customer understanding. Even wrote a book on it. In those writings, I’ve said that there are three ways to achieve customer understanding: listen (feedback, data), characterize (personas), and empathize (journey...
by Annette Franz | Oct 18, 2023 | customer experience, customer experience design, customer understanding, employee experience, employee understanding, personas, Uncategorized, understanding
Customer understanding is a critical piece of designing and delivering a great customer experience. Employee understanding is just as important to designing and delivering a great employee experience. That understanding work includes three important tools: (1)...
by Annette Franz | May 24, 2023 | customer experience, customer experience journey, customer journey, customer success, journey map, journey mapping, personas, sales, Uncategorized
This is the second of a two-part series on the various journeys we attribute to different constituents of our businesses. What are they? How do they differ? Why is it important to differentiate? And who needs to be involved and engaged when? That and more can be found...
