Positive Personae: Categorizing Your CustomersBy CIOinsight | Posted 08-05-2005
Sample Personae: Some categories that might fit your customers.
Family status Married with kids
Occupation Call center manager
Geography Dallas, Tex.
Education High school
Debt $2,950 credit card debt
Financial Stage College planning
Money personality Achiever
Time in plan 10 years
Account balance $50,000
Level of contribution 8%
Risk tolerance Growth
Need to rebalance Yes
Progress to goal Not on track
Wants benefits of tax-deferred savings.
Wants to feel like he's involved in making financial decisions.
Does not feel confident he understands his investment choices.
Conservative investor; he could take more risk.
Hard work. Loyalty. Family.
Responsible. Committed. Cautious. Family-oriented. Down-to-earth. Tends to be more introverted.
Doesn't like overly talkative people, especially when it takes them a long time to get to the point.
Annoyed when he's not given all the facts.
Hates it when pressured to make rush decisions on the spot.
Fishing, coaching soccer, barbecuing.
Favorite movie star
Ernest and his wife, Cathy, have two kids: Alison, their 9-year-old daughter, and Michael, their 6-year-old son. Family is the most important thing to Ernest.
At the same time, he feels like his siblings resent him for the middle-class life he's achieved. He grew up in a low-income family, and so concepts of planning for retirement and long-term savings were seen as a luxury, not a given.
Ernest has always been motivated by people who have earned their way in life. He doesn't seek advice from others very oftenhe prides himself on being able to rely on his own judgmentbut he watches closely how others go about making decisions, and the subsequent results of those decisions.
Ernest is determined to learn more about investing, but he finds it requires a lot of work. He wishes there were a simple way to learn about investment concepts, and to use what he's learned to manage his own money.