I propose you to better understand your customers, their behaviors and interactions with your organization. You will thus be able to target effectively and identify the strengths and weaknesses of your organization in order to improve your multichannel service delivery and your digital tools.
Customer surveys and ethnography
I carry out surveys using questionnaires , which makes it possible to collect the subjective points of view of the users of a service. We question the type of information that users are looking for and determine their main expectations and difficulties.
Ethnography consists of observe user behavior when they perform a given task. The goal is to understand the real activity, constraints and needs.
This deliverable results from customer surveys.
Personas are used to establish typical user profiles and thus to focus the content on such or such type of information and to facilitate the interaction which will be based on the user’s mental model.
Your organization’s service delivery (or web interfaces) should enable each targeted persona to find the information sought or perform an action in a form that is understandable to him .
Each persona can have many use cases or scenarios.