When marketers discover personas
It makes me very happy when I see marketers such as M. H. "Mac" McIntosh get excited about the power of personas. Personas are moving beyond their roots in Web design teams, and this is a good thing not only because it encourages more customer-centered thinking, but because it does so in a consistent way across different parts of an organization. One consistent approach to segmenting and serving users translates into a consistent customer experience across all channels and all customer touchpoints, and this very often leads to a better (and thus more profitable) customer relationship.