tools-only Customer Frameworks
Customer Persona
Use when: Understanding target customers, product development, marketing
Template
## Persona: [Name]
### Demographics
- **Age:** [Range]
- **Gender:** [If relevant]
- **Location:** [Geography]
- **Income:** [Range]
- **Education:** [Level]
- **Occupation:** [Job/Role]
### Background
[2-3 sentences about their life/work situation]
### Goals
- [Primary goal]
- [Secondary goal]
- [Tertiary goal]
### Pain Points
- [Frustration 1]
- [Frustration 2]
- [Frustration 3]
### Behaviors
- **Information sources:** [Where they learn]
- **Decision factors:** [What influences purchases]
- **Tech comfort:** [High/Medium/Low]
### Quote
"[A statement that captures their perspective]"
### How We Help
[How our product/service addresses their needs]
Example: ThepExcel Persona
## Persona: Office Manager Nida
### Demographics
- **Age:** 28-35
- **Location:** Bangkok
- **Income:** ฿35,000-50,000/month
- **Occupation:** Office Manager / Admin Lead
### Goals
- Reduce time spent on repetitive data tasks
- Get promoted to Operations Manager
- Be seen as the "go-to" person for Excel
### Pain Points
- Spends hours on manual data entry
- Doesn't know advanced Excel functions
- Boss asks for reports she doesn't know how to create
### Behaviors
- Searches YouTube for Excel tips
- Prefers Thai language content
- Learns during lunch breaks
- Shares useful tips with colleagues
### Quote
"ฉันรู้ว่า Excel ทำได้มากกว่านี้ แต่ไม่รู้จะเริ่มตรงไหน"
### How We Help
Structured learning path from basic to advanced,
in Thai, with real-world office examples
Best Practices
- 3-5 personas max - More = less focus
- Data-driven - Based on research, not assumptions
- Update quarterly - Customers evolve
- Share widely - Everyone should know personas
Customer Journey Map
Use when: Improving customer experience, identifying pain points, optimizing touchpoints
Structure
Stages: AWARENESS → CONSIDERATION → PURCHASE → USE → LOYALTY
│ │ │ │ │
Actions: [What they do at each stage]
│ │ │ │ │
Touchpoints: [Where they interact with you]
│ │ │ │ │
Emotions: [How they feel: 😊 😐 😤]
│ │ │ │ │
Pain Points: [Frustrations/obstacles]
│ │ │ │ │
Opportunities: [How to improve]
Template
| Stage | Awareness | Consideration | Purchase | Use | Loyalty |
|---|---|---|---|---|---|
| Actions | Searches for solutions | Compares options | Makes decision | Uses product | Recommends/renews |
| Touchpoints | Google, social media | Website, reviews | Checkout, payment | Product, support | Email, community |
| Emotions | Curious | Uncertain | Excited/Anxious | Frustrated/Delighted | Loyal/Indifferent |
| Pain Points | Hard to find info | Confusing pricing | Complex checkout | Poor onboarding | No recognition |
| Opportunities | SEO, content marketing | Clear comparison | Simplify flow | Better tutorials | Loyalty program |
Journey Mapping Process
- Define scope - Which persona? Which journey?
- Research - Interviews, surveys, analytics
- Map current state - How it works today
- Identify pain points - Where is friction?
- Design future state - How it should work
- Prioritize improvements - Impact vs effort
STP (Segmentation, Targeting, Positioning)
Use when: Market strategy, defining target market, competitive positioning
The Three Steps
Segmentation ──► Targeting ──► Positioning
(Divide market) (Choose (Differentiate)
segments)
1. Segmentation Variables
| Type | Variables |
|---|---|
| Demographic | Age, gender, income, education, occupation |
| Geographic | Country, region, city, climate |
| Psychographic | Lifestyle, values, personality, interests |
| Behavioral | Usage rate, loyalty, benefits sought, occasions |
2. Targeting Strategies
| Strategy | Description | When to Use |
|---|---|---|
| Undifferentiated | Same offering for all | Commodity products |
| Differentiated | Different offerings for different segments | Resources available |
| Concentrated | Focus on one segment | Limited resources, niche |
| Micromarketing | Individual-level customization | High-value customers |
3. Positioning Statement Template
For [target segment]
Who [need/want]
[Brand] is a [category]
That [key benefit]
Unlike [competitors]
We [differentiator]
Example:
For busy Thai professionals
Who want to advance their careers with better data skills
ThepExcel is an online learning platform
That provides practical, job-focused Excel and Power BI training
Unlike generic international courses
We teach in Thai with examples from Thai business contexts
Marketing Mix (4Ps)
Use when: Marketing planning, product launch, competitive strategy
The Four Ps
| P | Questions |
|---|---|
| Product | What are we selling? Features? Quality? Branding? |
| Price | How much? Discounts? Payment terms? Perceived value? |
| Place | Where sold? Distribution channels? Accessibility? |
| Promotion | How do customers learn about it? Advertising? PR? |
Extended 7Ps (for Services)
| P | Meaning |
|---|---|
| People | Staff who deliver service |
| Process | How service is delivered |
| Physical Evidence | Tangible elements of service |
Jobs to Be Done (JTBD)
Use when: Product innovation, understanding true customer needs
Core Concept
Customers don't buy products—they "hire" them to get a job done.
Job Statement Format
When [situation/trigger]
I want to [motivation]
So I can [expected outcome]
Example:
When I'm preparing a monthly report for my boss
I want to quickly summarize data from multiple sources
So I can present insights without spending hours on formatting
Types of Jobs
| Type | Description | Example |
|---|---|---|
| Functional | Practical task to complete | "Analyze sales data" |
| Emotional | How they want to feel | "Feel confident in meetings" |
| Social | How they want to be perceived | "Be seen as tech-savvy" |