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Marketing and Communications
Gartner Glossary
Customer Personas
Customer personas are archetypal representations of existing subsets of your customer base who share similar goals, needs, expectations, behaviors and motivation factors. Personas are powerful tools that aid in marketing and customer experience planning, as they offer insight into what customers want and how they will engage. Personas are used to design messaging, customer journeys, service experiences and product features to meet customer expectations and needs.
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