How 'Generation V' Will Change Your Business - WikiLeaks (15 pages)

1 recommendation for crm managers • 0 sell added experiences • 0 collect data for relationships

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Publication Date: 3 January 2008/ID Number: G00153798

Page 9 of 15

© 2008 Gartner, Inc. and/or its Affiliates. All Rights Reserved.

3.1 Recommendation for CRM Managers

Collect persona data for product development, customer feedback, loyalty management,
customer segmentation, campaign targeting and persona or group customer satisfaction
management. This wealth of data can be used for marketing and selling, and will provide insight
into how customers want to be treated.

4.0 Sell Added Experiences

Successful companies in the virtual world will pull together the technology, skills, roles and
processes needed to provide virtual environments that fulfill customers' hierarchies of needs as
they seek self-actualization online.

Companies must create multiple virtual environments as a way to orchestrate customer
exploration toward purchases. Companies can host multiple paths through multiple experiences.
Successful companies will be able to create a balance that will give customers and prospects the
appearance of flexibility and "free will," enabling them to navigate and explore on their own terms,
while at the same time providing a controllable path or guardrail that leads visitors to a company's
products and services. Companies will have an opportunity to sell solutions for physiological
goals, safety goals and social goals. While doing so, they'll also obtain a deeper understanding of
how and what people are exploring, who strays from the normal path and why.

4.1 Recommendation for CRM Managers

Consider virtual environments as a way to orchestrate customer exploration of your business
goals so they're more likely to make a purchase.

5.0 Collect Data for Relationships

Doing business with multiple personas in a virtual environment means that, many times, the
customer will be anonymous. In addition, the nature of the "flat world" of personas means that
information given about the customer will more often come directly from the customer, rather than
by any other means.

For example, our 40th-level half-elf likes to cook. He calls himself BobbyQ on the Green Eggers,
a Web site for barbecue enthusiasts, and TBone on the general-interest cooking site run by
Cook's Illustrated Magazine. On these sites, he will leave a trail of information about eating
preferences, what he cooks, the types of recipes he uses and with whom he talks the most or
wants to relate to. This is a wealth of information for companies that sell cookware, for example,
but this information doesn't include any physical addresses, real names, demographic information
and other traditional data that the company might use in a traditional approach to selling products.

A cookware company that follows a truly persona-centric approach, however, can use the highly
relevant information the persona leaves. Although the real person may never be known, the
company can collect and exploit far more intimate information regarding the persona's actions,
personality, lifestyle habits and attitudes as part of fulfilling its business goals.

Figure 5 shows the difference between the traditional approach, using demographic data, and the
new approach, using psychographic data.

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