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Pro ele Marloes:
DIY as a hobby

Marloes is “do it yourself” ,
not being a professional.

DIY preference: Working with wood
Online pro le:
Present on DIY sites and en social media,
participates at ommunities

Communication preferences:
Newsletter, push messages

Interests:
Tips for advanced DIY persons,
preferably thorugh video.

Persona card of Marloes. "Marloes" represents a group of customers who do a lot of DIY but are not
professionals.

DMU
Incidentally, a persona can also consist of Decision Making Units (DMUs) as we encounter in
B2B. A DMU is a group of people within an organization who take the decisions. Such a DMU
can consist of a buyer, a director and a production employee, for example.

We will come back to the use of "personas" in one of the following chapters.

3.4 From multi-channel to cross-channel and omni- channel

The customer experience is about the contact the customer has with the company through
the different touch points. Each industry will elaborate this in its own way. The multi-channel,
cross-channel and omni-channel concept is a practical elaboration. These concepts are about
the extent to which a company is able to achieve alignment between the different touch points.
It's about the alignment of communication and the way customers experience it. We zoom in
on these concepts using the following image.

Multi-channel Cross-channel Omni-channel

Multi-channel, Cross-channel and Omni-channel.

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