{"id":3615,"date":"2024-07-24T09:30:00","date_gmt":"2024-07-24T08:30:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=3615"},"modified":"2024-07-23T12:00:34","modified_gmt":"2024-07-23T11:00:34","slug":"buyer-personas-cosa-sono-e-come-definirle","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/it\/blog\/buyer-personas-cosa-sono-e-come-definirle\/","title":{"rendered":"Buyer personas: cosa sono e come definirle?"},"content":{"rendered":"\n<p>Per fare business con successo \u00e8 importante studiare i propri clienti. A tale scopo viene in aiuto la <strong>buyer persona<\/strong>. Essa \u00e8 la rappresentazione ideale del cliente reale, ovvero il <strong>profilo<\/strong> di un <strong>cliente tipo<\/strong> che riunisce i tratti comuni di un insieme di clienti che utilizzano i propri prodotti o servizi.<\/p>\n\n\n\n<p>Queste tratti sono costituiti da:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>dati demografici:<\/strong> et\u00e0, sesso, professione, stato civile, livello di scolarizzazione e digitalizzazione, social network utilizzati, interessi<\/li>\n\n\n\n<li><strong>comportamenti d\u2019acquisto<\/strong> e <strong>canali <\/strong>preferiti per farlo online e offline<\/li>\n\n\n\n<li><strong>modalit\u00e0 di espressione<\/strong> sui social network e nella vita quotidiana<\/li>\n\n\n\n<li><strong>modalit\u00e0 e tempistiche <\/strong>di accesso ai social network<\/li>\n\n\n\n<li><strong>dati psicografici<\/strong>: preoccupazioni, desideri, obiettivi, valori, bisogni, motivazioni<\/li>\n<\/ul>\n\n\n\n<p>I pi\u00f9 importanti sono i dati psicografici che accomunano una <strong>tipologia di clienti<\/strong> al di l\u00e0 di provenienza, sesso, et\u00e0 e cultura. Una volta individuati e dopo averli analizzati insieme agli altri dati, \u00e8 possibile comprendere e soddisfare le esigenze della propria clientela con il prodotto o servizio giusto.<\/p>\n\n\n\n<p>Per questo motivo, \u00e8 importante far risaltare i vantaggi e poi le caratteristiche del prodotto\/ servizio che costituiscono una soluzione ai problemi e una risposta ai desideri del proprio cliente tipo.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-un-esempio-di-buyer-persona\"><strong>Un esempio di buyer persona<\/strong><\/h2>\n\n\n\n<p>Una madre lavoratrice desidera tornare in palestra per rimettersi in forma e dedicare finalmente del tempo a se stessa. La sua maggiore preoccupazione \u00e8 riuscire a conciliare le ore della palestra con gli impegni lavorativi e famigliari. La scelta pi\u00f9 vicina alle sue necessit\u00e0 potrebbe essere un abbonamento a ingressi che le consenta di gestire gli imprevisti. Facendo quindi leva sulla flessibilit\u00e0 offerta dalla seconda opzione si riuscir\u00e0 ad intercettare al meglio l\u2019esigenza della cliente, predisponendola all\u2019acquisto di questa soluzione.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-a-cosa-servono-le-buyer-personas-e-come-definirle\"><strong>A cosa servono le buyer personas e come definirle?<\/strong><\/h2>\n\n\n\n<p>Studiare la propria clientela tipo si possono creare nuovi servizi ma anche adattarne uno esistente.<\/p>\n\n\n\n<p>I dati per delineare le buyer personas si possono ricavare in molti modi tramite:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>ricerche<\/strong> di mercato<\/li>\n\n\n\n<li><strong>interviste<\/strong> telefoniche<\/li>\n\n\n\n<li>sondaggi<\/li>\n\n\n\n<li><strong>feedback <\/strong>da customer care, ufficio commerciale, rete vendita<\/li>\n\n\n\n<li>analisi del feedback dei clienti<\/li>\n\n\n\n<li><strong>analisi delle conversazioni<\/strong> online<\/li>\n\n\n\n<li>analisi dati tramite AI<\/li>\n\n\n\n<li>analisi dei <strong>comportamenti d\u2019acquisto<\/strong> &nbsp; &nbsp; &nbsp; <\/li>\n<\/ul>\n\n\n\n<p>I vantaggi di stabilire un <strong>profilo cliente<\/strong> sono molteplici, tra cui anche quello di facilitare la definizione del <a href=\"https:\/\/www.salesforce.com\/it\/blog\/tov-come-definirlo-per-il-tuo-brand\/\">tono di voce<\/a> del proprio brand.<\/p>\n\n\n\n<div class=\"layout-two wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Vuoi scoprire altri contenuti<br>sul settore vendite?<\/h2>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/it\/blog\/category\/sales\/\">Visita la sezione dedicata del blog<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/it\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-two.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/it\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-two.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/it\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-two.png\" alt=\"\">\n\t\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Scopri di pi\u00f9 sulle buyer personas: cosa sono, a cosa servono e come definire il profilo del cliente ideale per il tuo brand.<\/p>\n","protected":false},"author":56,"featured_media":3618,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[11],"sf_content_type":[],"blog":[1114],"coauthors":[2],"class_list":["post-3615","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-sales","blog-sales"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - 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