Information 4.0 is profiled. This means that your systems must retrieve and consolidate customer and user profiles automatically so as to deliver the right information for a given profile.
These are the 3 broad steps you can take to automate information profiling.
Step 1: Research and build empathy for your audience
In this design phase, you gather all existing research about customers and users. You can interview customers directly, or interview people who are in contact with customers. You can use data from Customer Relationship Management systems for information about customer and market segments. Ideally, you run proper user research to gather this information. Include your international audiences for globalization or localization purposes. Draw general profiles out of that information. Then, bring your teams together around that information, bring users in too if possible, and start developing empathy for these profiles, through an empathy mapping exercise.
Step 2: Integrate personas into your content creation processes
Synthesize your findings into persona descriptions. Make these personas central to all creation processes. Use the persona identity cards to communicate about the needs of your customers and users.
Step 3: Automate customer and user profiling
Data can help with customer profiling, but nothing can replace face-to-face meetings with customers and users and proper research. These research activities can be enhanced with customer intent modeling, cognitive profiling (such as IBM Watson Personality Insights), and predictive analysis integrated into Customer Relationship Management systems. We can even imagine that those systems could automatically match a user’s profile with an existing persona – or warn you when they detect a recurring profile that you haven’t captured.
What’s your experience with these steps? What technology improvements could make profiling easier for you?