Maserati Personas
The evolution of the automotive market and the introduction of new models in the Maserati car segments did create the opportunity for more customers to interact with Maserati Brand and become part of his Family.
New Customers have also different expectations that have to be delivered upon as much as possible in order to keep a higher level of satisfaction and, at the same time, creating opportunities from a business point of view:
- Different customer profiles coming from newest models
- Different customer profiles coming from different brands and experiences
- Different expectation from a daily driver
- Different business approach to be considered for each owner
The Personas identification is one of the main techniques used to segment the customers and ensure an outstanding Aftersales experience, in line with:
- The Brand image and values
- The Customer needs
- The Customer expectations
The purview of Maserati is to propose a different type of service experience for each of the Personas/ Customers. This means that for each step of the process, the offered service could be different, depending on the customer type (Persona).
Who is a Persona
Personas are fictional characters (archetypes) based on research, proved to be an effective tool for user - centered decision-making.
Personas are a representation of the goals and behaviors of a real group of users, including general skills, attitudes and expectation.
Common attitude and behavior have been defined towards the following key points:
- Motivation to own and drive a Maserati
- Digital attitude and use
- Interaction with Dealer and Maserati
- Behaviour during the Aftersales experience: how they behave during each service phases and what are their expectations.
The Maserati Personas
Below is an example of customer segmentation according to 4 different types of Personas, with different behaviour, needs and expectations.
For each Maserati Persona a customized customer experience must be provided by the Dealer’s staff.
Personas identification
To deliver the service according to the customers expectation, it is important to link a customer to a Persona.
The requirement is to understand your customer and which Persona identifies them best.
In most of the cases, the staff at the retailer has already highlighted the category, but never assume this until carrying out a light survey to identify the “predominant” profile