If, on the other hand, you notice a high

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On the other hand, he also shows interest in fair production and sustainability, which the fictional manufacturer could serve perfectly with successful storytelling . This observation alone can help you identify potential gaps that your company could fill. This way you can create more points of contact with your users and convince them of your brand identity . Step 5: Evaluate the emotional state of your buyer persona during the individual steps At this point it's about identifying where Max feels which emotions . It also plays a role when they are perhaps not so important, but rather neutral.


The big advantage here is that we not only know what Max is doing at Special Data every step or touchpoint. By assessing his emotional state , we can also identify where he is particularly happy and open to interacting with a company. Or when he has difficulties, is frustrated and needs better care . Steps in the customer journey map Emotional state of the customer journey map A tip: Try to realistically assess the emotional state of your buyer persona . Your users won't be overly pleased that a check-out process runs smoothly or that your site load times are good; rather, they will see it as a crucial prerequisite for continuing to engage with your company.



Potential for frustration at this point , for example because Google Analytics shows you that there are a lot of cancellations during check-out, you have already gained an important insight into what you should work on. Step 6: Evaluate the intensity of the steps and touchpoints Depending on what the needs, difficulties and goals of a buyer persona are, a step may or may not be particularly meaningful for them. That's why it's important to know which steps or touchpoints you experience as particularly intense . If you offer her the right solution or assistance at the right time, you can gain a lot of trust from your users and convince them of your company .