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FAST CLASS: Build a Customer Journey Map that Drives Engagement

Lesson 2 of 4

Who Is Your Customer?

Tara-Nicholle Kirke

FAST CLASS: Build a Customer Journey Map that Drives Engagement

Tara-Nicholle Kirke

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Lesson Info

2. Who Is Your Customer?

Lesson Info

Who Is Your Customer?

we talked about applying the archetype and narrative template, sort of the story template of a hero's journey to your customers, um which then allows you to start envisioning ways in which you your product, your service, your people can become the mentor aid guide or tool along their journey. And we've talked a lot about inserting progress triggers and removing reads, points of resistance along your customer's journey, Doing that with content, doing that with marketing or doing that with your product. In order to do that, though, you do have to first actually rethink and understand your customer deeply. So your customer is not just the people who pay you currently for your product. Um Again, if you're looking to reach customers beyond the existing customer base that you have, you have to understand people beyond the existing customer base that you have, and I know that seems super. Um it seems obvious, but you know about things that seem obvious, they're not obvious and I know they're ...

not obvious because I talked to a lot of companies who've only ever done customer research with their existing customers, right? So think about your your customer is a broader group, It's your target customers, but it's even broader than that your customer is actually any human or non human pet. However, whoever you serve, anyone that is dealing with, facing, trying to solve the problem that your company exists to solve is the way I want you to think about your company know your customer now, it's kind of a prerequisite to do this where you think before you can get to a place where you're doing the kind of customer research that allows you to understand their motivations and the content of the messages that will like bring them to you and reactivate them. You can't go there until you've rethought your customer in this way. Um Key to rethinking your customer is to define the problem, right? If your customers, anyone who's dealing with the problem that you exist to solve, you got to define your problem and define it from a big picture, human scale perspective. Alright. The problem that you're solving is not it's not trying to get people to buy what you sell. I've literally workshop this before with groups where people are like, my problem is people will not buy my thing and I'm like that is your problem. That is not the customer's problem, right? There is something big picture and kind of inspirational that your company exists to help change in the world. And the idea here is to find that and articulate that in a way that allows you to start tapping into the deeper motivations of the people who have that problem. So let's talk about a couple of examples. one might say that slack is a group chat platform, group chat technology. Um, slack has said that what they feel like the problem is they solve is they help make people more productive and collaborative at work, right? And that's those are very different things right? At truly a um, it's truly is a real estate search engine and to some people that means it's about home finding, but we truly, deeply inside talked about constantly, how do we are the problem we are trying to solve is how do we help people make smart real estate decisions? How do we help people make smart decisions about their biggest to purchase ever. Now, when I when I first got to my finished people, we were talking about weight loss a lot. That was just kind of the category we saw ourselves as being in, but we sat down and in the process of like thinking about vision and mission, who we wanted to even attract in as employees, we decided we needed to get tighter and more big picture in human, in the way we were talking about the problem we existed to solve. So we decided, as I mentioned before, to go after the problem of how do we write, reverse the dynamics, How do we actually make it easier to be healthy than it is to be unhealthy? And so to do that, we basically had to redefine our customer not as people who were just trying, not just as people who are trying to lose weight, but as anyone who is trying to be healthier than they were before. That was how we ended up defining our customer for purposes especially for purposes of customer research and um customer journey mapping and then product development. Anyone who is trying to be healthier than they were before was someone we considered ah capital C customer, whether they had our app or not. No. Um When you rethink your customer, you you must, you can't rethink your customer without becoming an expert on their journey.

Class Description

Most of the time, marketing campaigns leave us feeling empty. But every now and then, along comes a business that makes us think: “Wow! They totally get me!” Their messaging makes us feel inspired, understood, and looking forward to more interactions with that brand.

But how can we, as marketers, create our own “they really get me” moments that engage and inspire our customers? Step one is clear: First we have to really get our customers.

This course focuses on the tools and frameworks that will help you map your customers’ real-life experience of trying to be healthier, wealthier and wiser to your product or service. You’ll use methods that offer clear directions on how to develop your product, digital, content and marketing programs.

In this class, you’ll learn how to:

  • Figure out who your customer is, looking both at your existing customer base and target buyers of your product, as well as anyone dealing with the problem you exist to solve.
  • Develop customer journeys and personas that allow you to zero in on your customers’ goals.
  • Translate those frameworks into actionable brand, engagement and content marketing strategies.
  • Become a respected advocate for your users and create a user-centered company culture.
  • Align your teams, products and initiatives to the same customer journey.


Tara-Nicholle Kirke is the author of The Transformational Consumer: Fuel a Lifelong Love Affair With Customers by Helping Them Get Healthier, Wealthier and Wiser.

She is the CEO of TCI, a marketing, content strategy and leadership development firm that creates transformational experiences for conscious leaders, businesses + customers.

Tara is the former VP, Marketing for MyFitnessPal and Under Armour Connected Fitness, where she led a team that grew the platform to over 100 million customers through brand, growth, engagement, content and digital/social media, and media relations. During her career in Silicon Valley, Tara has created brand, growth, media and content strategies for brands like HGTV, Trulia, ING Direct, Lookout Mobile Security, Chegg, Eventbrite and many, many more.

She has been featured in The New York Times and was recently named the #1 woman Silicon Valley tech companies should be naming to their boards by Business Insider.

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