CVMBoK

A Guide for Customer Value Management

Personas Examples

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Typical Personas in the Telco Industry #

At the heart of Jobs-to-be-done framework is the customer persona, characterized by a diverse set of needs that can be met in various ways, including through alternatives.

Typical Segments in Telecoms #

    • Emerging / Youth
    • Surviving / Single and families doing blue-collar work
    • Aspiring / Singles and families doing white-collar work
    • Thriving / Professionals and modern families with high income
    • Realigning / Mature families with kids out of the house
    • Retiring / Senior segment

Examples of Typical Segment Personas #

Camille – Surviving Segment

“I was studying at home when my broadband connection went down. I switched to my mobile internet until the broadband connection was fixed. To keep studying online I needed to purchase a large 50GB add-on.”

The Core Functional Job-to-be-Done To study online while home broadband connection is down
The true customer need!
Desired Outcomes on the Core Functional Job
  • Study online without interruptions.
  • Switch fast between failed broadband and mobile connections in case of failure
    The most important success metric that operator can impact
Emotional and Social Jobs Feel safe, that I will be able to attend the classes
Related Jobs Fix broadband connection
Consumption Chain Jobs
  • Find the right add-on for me
  • Purchase one-time add-on

The Customer Journey that leads to serving customer need
Financial Desired Outcomes The cheapest add-on that has enough resources
Victor – Thriving Segment

“As successful executive with multiple properties, I value premium entertainment with multiple high-end TV sets. I require fast internet for work and leisure but face connectivity challenges in my rural property.”

The Core Functional Job-to-be-Done
  • To enjoy high-quality entertainment
  • Stay connected seamlessly, and
  • Manage the business affairs effectively
Desired Outcomes on the Core Functional Job
  • Uninterrupted streaming on multiple TV sets.
  • Fast, reliable internet for work and leisure.
  • Solutions to overcome rural connectivity challenges.
Emotional and Social Jobs
  • Impressing guests with top-notch entertainment.
  • Staying connected professionally.
  • Meeting family’s online needs, even in rural areas.
Related Jobs
  • Research high-speed internet providers
  • Compare their offerings in terms of speed, reliability, and coverage in rural areas
  • Evaluate satellite or alternative connectivity solutions
  • Explore advanced connectivity solutions: networking and smart home technologies
Consumption Chain Jobs
  • Stay informed about technology trends
  • Research and invest in home networking solutions
  • Upgrade internet plan
Financial Desired Outcomes Value-driven investments to enhance a premium lifestyle and address connectivity challenges across multiple properties.
Andrew – Aspiring Segment

“My daughter has an 8 GB data plan. One day a sales agent called me and informed that my child’s account has ran out of data balance and offered me an up-grade. It appeared that due to poor wifi connection in public places she was turning of wifi and heavily used mobile data instead. I asked her to use wifi over mobile and to fit into her existing monthly limits. I was very happy to learn about this situation and to find a solution that did not require to upgrade the plan.”

The Core Functional Job-to-be-Done To have fun online while on the go
Desired Outcomes on the Core Functional Job Have fun online without interruptions
Emotional and Social Jobs
  • Daughter: feel connected with her friends, avoid of embarrassing situations that she can’t get online, while her pairs can
  • Farther: feel in financial control
Related Jobs
  • Farther: Setup parental control tools
  • Farther: Explore family plans to get more data for the same price
Consumption Chain Jobs
  • Daughter: convince parents to increase data allowance
  • Father: find the right price plan for daughter
  • Father: order the new price plan for daughter

Complex up-sell journey because the user and buyer are different personas
Financial Desired Outcomes Father: to limit the amount of money spent on optional data consumption

 

CVMBoK © 2023 by Exacaster is licensed under CC BY-NC 4.0