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Building a marketing persona

Building a marketing persona (continued)

Step 7: Decision making process

In this step it is important to focus on the stages of the decision making process. This is the point where you’ll combine two areas of profiling: the customer journey and the awareness to action.

The five stages of the decision making process are:

Problem recognition

The customer/consumer will identify that they have a problem and need a product or service to solve their problem. This is the aware stage - that is awareness of both of their problem, and hopefully how your product or service can solve their problem.

By looking back at the customer journey and considering where the customer is likely to be in terms of identifying their problem, and also what they are thinking, will help you get them to the awareness stage.

Information search

Evaluate how the customer’s interest is raised in relation to your products or services and where they are likely to go to get information. They may go to websites to get information, talk to people, visit blogs and forums, or they may turn to trusted advisers within their social network.

Review the customer journey and the data collected about their profiles to establish a list of likely means by which they will seek out information.

As the customer or consumer continues to build interest, they also need to be exposed to your marketing messages and product or service solution. This is an important part of building credibility with the customer or consumer. So you should ensure, as a minimum, that your website contains excellent content and great testimonials.

Evaluating alternatives

When customers or consumers are seeking to solve a problem they will often have more than one option available to them. They will create an evaluative model in their minds, or maybe even on paper, to consider the pros and cons of why they want to purchase each option they are considering that will solve their problem.

Consider your value proposition and your business model canvas as part of this stage of the process to determine ways in which you can increase their desire for your product.

Communicate to the customer or consumer through all touchpoints, how your product or service is different and can provide an easy solution to their problem.


It is critical that you make it easy for the customer or consumer to take action - to do business with you. This includes:

  • Meeting their expectations
  • Making sure they’re able to navigate to the point of purchase easily, with minimal clicks
  • Ensuring the customer service you provide answers any questions they may have
  • Creating a one click opportunity to move to the purchase point via any touchpoints, including social media, email and on mobile devices.

Review the customer journey and the behaviours of their past shopping experiences in order to determine some of this information.

Post purchase

It’s easy to get extremely focused on acquisition and forget that you need to put just as much effort into keeping customers coming back!

Think about how you are going to stay in touch with your customers and how you will continue to add value. This will help ensure that next time the customer enters the AWARENESS stage for your product or service, you business is already front of mind.

Determine from your customer journey the locations they visit. Consider whether increasing your visibility after the purchase will help remind the customer that you are out there. Exposing them to messages about your product might make them feel great about purchasing your brand or service. Reinforce their smart decision to purchase from you.

Step 8: Reaction to the category and your products

Discuss the behaviours and attitude toward the category and your products or services. For example, are customers and consumers currently buying into the category and therefore familiar and comfortable with what is on offer? Are they familiar with your products or services and are they willing to purchase?

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This article is from the free online course:

Online Business: Customer Profiling for Success

RMIT University