Shoes, Spark Plugs and Satisfaction ... Online

We listened for a year and learned an awful lot. We energized our company to take action by creating user personas, or generalized background stories behind the common customer segments. Illustrating our “first date” customer, for example, helped the company — at all levels — understand our first-time buyers’ needs, wants and what specifically they were looking for infoUSA to fulfill. In contrast, our “on again/off again” customer helped us realize how different buying cycles really are from customer to customer.