Workshop for Buyer Persona and Customer Journey mapping


Last week we had a small, but very encouraging co-creation workshop with a client where we helped building relevant buyer personas for a customer journey mapping exercise as part of an e-commerce project. We were not only interested in their digital behavior and preferences, but rather wanted to grasp the whole picture across channels.

In the picture above we are in the middle of the Buyer Persona-building, where we also included mapping job descriptions for the key B2B buyer personas.

Buyer personas are in short research-based archetypal (modeled) representations of buyers, displaying who they are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they make buying decisions.

Customer Journey mapping can in turn be described as mapping out the total customer experience across all touchpoints between the customer and the organisation – from initial need, and consideration, to evaluation, through purchasing, usage, after sales support, to renewal/repurchase.

Starting the Customer Journey mapping with a Buyer Persona just makes the whole process more personal and to the point. Different Buyer Personas can also have different experiences of their Customer Journeys, depending on e.g. needs and channels used.

All in all, the exercise helps the client to better understand their customers and their specific situation and experiences in relation to their own organization.