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# Customer Frameworks

## Customer Persona

**Use when:** Understanding target customers, product development, marketing

### Template

```markdown
## 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

```markdown
## 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

1. **Define scope** - Which persona? Which journey?
2. **Research** - Interviews, surveys, analytics
3. **Map current state** - How it works today
4. **Identify pain points** - Where is friction?
5. **Design future state** - How it should work
6. **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" |