Persona Development
Situation
No established customer insight in the US region. Canadian operations work on an agent basis and do not require this level of detail.
Objective
For California applications, generate customer personas based on demographic, purchasing behavior, and socio-economic data to complement the previous underwriting-based target audiences.
Action
Using Nielson Audience Segments I generated three primary personas for Wawanesa’s products. We were unable to get buy-in from Canadian partners so this was done manually to provide a business justification for the purchase of this service.
Result
Three distinct Wawanesa customer personas with which US creative, media, and community event marketing could leverage to maximize spend and campaign effectiveness.
Wawanesa Corporate, in Winnipeg, Manitoba, followed suit hiring an outside vendor to create personas for the Canadian and US markets.
Social Media Processes
Situation
Immense call volume increased and wait times, upwards of 3 hours at points, leading to scathing Yelp reviews.
Objective
Crisis manage previously unleveraged social media platforms to turn the public relations tide.
Action
Created social media persona and practices that exhibited Wawanesa’s voice and tone while adhering to legally binding claims and sales practices.
Result
A succinct process document detailing departmental stakeholders; escalation practices; persona voice and tone examples; incorporation of social media pliability; and designated responder expansion steps.
Best result: positively updated reviews!