Before starting, establish how customer personas will contribute to the BMC, and in particular how it will provide deep insights into current and future customers that you will delivering products through customer relationships.

Personas are directly linked to customer segments, channels, and touchpoints, along with connecting with insights around who these personas really are and what drives them.

This step ensures that each persona aligns with your strategic objectives and represents actionable insights for the BMC. Additionally, it helps prevent creating personas that are too generic or irrelevant.

• What role will these personas play in shaping the customer segments in the BMC?
• How will personas help refine or test the value propositions in the BMC?
• What are the specific organization challenges these personas should help address (e.g., developing new customer relationships? Developing new products?)
• Are there internal stakeholders (e.g., marketing, product, CX teams) who need input to ensure these personas are effective?

Note: In the BMC, two types of customer personas are catered for. Business To Consumer (B2C) and Business To Business (B2B), in line with Customer Segments. Consequently, while the majority of properties in Customer Personas > Customer Personas Hub are suitable for both types of personas, there are some properties that are exclusively for B2C and vice versa.

Where this is the case, the property will have a suffix of: B2C or B2B. Therefore when creating a persona, you will be guided as to which fields are applicable to your persona, depending on whether its for B2C or B2B. Where there is no suffix, then the property applies to both B2C and B2B.