The living avatar

Enabling the living avatar

Diving deep into human, technological, and sociological factors across our customer base provides a foundation for establishing the following:

• An organizational-wide understanding of the nuanced set of consumers who make up the addressable market and active customers
• A shared reference for understanding where to prioritize adapting product, services, and communications to most effectively and efficiently serve customers
• A model for focusing research and information gathering toward providing the most effective product, service, and communications insights beyond what is covered by best practices
• Ultimately, the foundation for developing a centralized avatar model where:
  • Each organizational unit can contribute customer data that will impact consumer understanding
  • Variable facets across human, technological, and sociological factors may be quickly and subtly related, compared, and shifted to bring nuance and dimension to our understanding of the customer.
  • We can move beyond the persona and towards a nuanced, "living avatar" that is regularly updated with the latest customer insights

Now, let's look at the detailed facets of:

• Human factors
• Technological factors
• Sociological factors