How to Use Customer Service to Refine Your Buyer Persona

How to Use Customer Service to Refine Your Buyer Persona:from Software Advice Articles by Ashley Furness

How to Use Customer Service to Refine Your Buyer Persona

HubSpot published an article recently advocating that marketing teams leverage customer service to refine buyer personas. Author Pamela Vaughan argued that since service reps talk to customers all day, they possess insights that could help refine these hypothetical target customer profiles.

I thought this was a really interesting concept. The buyer persona defines what the potential customer values, wants, fears, and objects to when they shop for your product. So, Vaughan postulates that behaviors expressed during the usage phase of the customer life cycle — when consumers interact with support — reveal traits relevant to buyer motivation.

Read three ways Software Advice discovered that brands can use frontline customer service employees to refine buyer personas here.