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  • Customer Persona for Wells Fargo

    The focus of this customer persona is to represent the everyday individuals who bank with Wells Fargo. The characteristics and key attributes of typical Wells Fargo customers are outlined below, followed by a photo and a customer persona designed to reflect the behaviors, needs, and preferences of an average Wells Fargo customer.

    Customer Profile

    Demographic Information

    • Age: Between 18 and 50+
    • Gender: Both men and women can have a bank account or use services at Wells Fargo.
    • Location: Wells Fargo primarily serves customers in urban and suburban areas, where it supports individuals and small businesses within these communities. In addition, Wells Fargo also provides banking services to customers in select rural areas.
    • Education: There is no degree needed to bank with Wells Fargo, but knowledge about banking and budgeting may be helpful.
    • Marital Status: Customers can be single, married, or divorced to use Wells Fargo.

    Psychographic Information

    • Interests & Hobbies: Many customers who bank with Wells Fargo have common interests, just as any other customer. They like hanging out with their families on weekends, many may watch sports, and like to go shopping or out to eat. Many customers at Wells Fargo use the mobile banking app, representing an interest in technology that helps simplify budgeting and money management.
    • Values & Beliefs: Customers value security when banking, ensuring their information is safe. Many customers value the simplicity of online banking, but also value in-person customer service when needed. They also value trustworthiness and reliability within the financial institution.
    • Lifestyle: Most customers have a busy lifestyle, such as working, running errands, bringing kids to practices, and spending time with family on the weekend. So they use the online tools instead of going to the branches for everyday transactions.
    • Motivations: What motivates Wells Fargo customers the most is future planning and saving, such as an emergency fund, tuition costs, or even saving for a vacation.
    • Challenges & Pain Points: Some customers may feel the weight of Financial Stress and Inflation Pressure. As well as overdraft fees may be pain points for some customers.

    Behavioral Information

    • Buying Behavior: Many customers, when looking at the services and products at Wells Fargo, such as Platinum Savings Accounts, credit cards, and loans, will compare interest rates and prices to other banks.
    • Product/Service Usage: Wells Fargo customers use their checking accounts for daily transactions such as deposits, bill payments, direct deposits for paychecks, and ATM withdrawals. Customers also use Wells Fargo credit cards, auto loans, and mortgages. Business customers also use a checking or savings account, merchant services, business credit cards, and lending operations to manage cash flow, pay employees, and grow operations. What the customers find most valuable is the mobile app and online banking, as customers appreciate the 24/7 access, quick transfers, mobile check deposits, and real-time balance views.
    • Customer Journey: Customers will first learn of Wells Fargo from advertising, online research, or referrals. Once they choose Wells Fargo, they can use the Wells Fargo secure application process online or head to any branch location by walking in or scheduling to work directly with a banker. Then the onboarding phase takes place, and the customer will receive welcome emails and setup tools to help activate a debit/credit card, set up online access, or set up the mobile app. The key touch points for this process includes Onlie reviews and ratings, customer service support when applying for an account, mobile app setup screens, or branch and over-the-phone support.

    Goals and Objectives

    • Short-Term Goals: Managing day-to-day expenses and making sure bills are paid on time. Building or maintaining a good credit score, saving for immediate needs, and paying down existing debts.
    • Long-Term Goals: Saving for homeownership, education, and retirement. Growing long-term savings and investments, expanding or sustaining a small business, and building wealth and financial independence.
    • How Your Product/Service Helps: Wells Fargo provides everyday banking solutions, financial planning and advisory services, credit and lending services, and security and trust, as it has fraud protection and account monitoring.

    Objections and Concerns

    • Potential Barriers: Fees and costs, such as monthly maintenance fees an example, the Platinum Savings account has a fee of $12 a month. In addition, minimum balance requirements, credit or eligibility requirements, and digital access limitations for customers who are less comfortable with technology can all be seen as potential barriers.
    • Common Questions: These can include questions about what types of fees are involved, what the interest rates are, whether there is a minimum balance requirement, and how secure my money and information are.

    Influence Factors

    • Influencers: Recommendations from family and peers, financial experts and advisors, online reviews and ratings, and brand reputation and advertising.

    Quotes & Real-Life Examples

    • Customer Quotes: “Wells Fargo has been proving themselves to be a great bank in my opinion. They are upfront about costs and fees, have a wonderful user interface on their ATMs, and online resources. I love that they have 24hr bankers on call, and not just “half bankers” like other banks. I haven’t ever had a bad experience in a branch and felt that their bankers and tellers are knowledgeable and friendly. I feel like I could be a very long-term banker here”.

    -Yelp user review, London, UK, (September 16, 2016)

    Based on the information gathered, we can develop a clear profile of a typical Wells Fargo customer.

    Customer Persona

    • Name: Lauren
    • Age: 28
    • Occupation: She is a full-time marketing Coordinator who helps her team by coordinating campaigns, managing social media schedules, tracking performance metrics, and assisting with emails and digital advertising efforts. She works closely with designers, sales teams, and outside vendors to make sure projects stay on schedule and within their budget.
    • Goals: She would like to increase her savings to be able to put a down payment on a bigger house.
    • Challenges: Unexpected expenses make it challenging for her to regularly contribute to her savings and emergency fund.
    • Personality: She is a friendly and outgoing person who stays very busy but likes to stay organized. She is very tech-savvy and prefers online or mobile solutions to save her time. On the weekends, she loves to hang out with friends.

    Sources

  • Customer Persona for Avera Health

    The focus of this customer persona is to represent the everyday individuals who use Avera Health for their care. The characteristics and key attributes of typical Avera customers are outlined below, followed by a photo and a customer persona designed to reflect the behaviors, needs, and preferences of an average Avera customer.

    Customer Profile

    Demographic Information

    • Age: Avera sees patients of all ages, from newborns to older adults.
    • Gender: Both men and women can be taken care of at Avera.
    • Location: Avera has locations in many communities across the Midwest particularly in South Dakota, Minnesota, Iowa, Nebraska, and North Dakota. Many of their facilities are located in rual and small town communities to ensure healthcare access in places farther away from locations located in larger cities.
    • Education: There is no education level needed for a patient to be seen at Avera.
    • Marital Status: Patients can be single, married, or divorced to seek care at Avera.
    • Household Size: Averas patients come from a variety of household sizes. Many live in a small to medium household size, consistig of individuals, coupls, and familes with one or more children.

    Psychographic Information

    • Interests & Hobbies: Many patients at Avera share common interests and hobbies similar to thoes of the general population. They love to spend time with family and friends, many like to travle, participate in sports, spend time outside walking or gardening, and attend school and local community events.
    • Values & Beliefs: Avera’s patients value safety, privacy, and trust when receiving medical care, especially when it comes to protecting personal health records and information. Patients also place a high value on compassion, reliability, and quality care, expecting Avera to provide consistent, trustworthy medical services within their communities.
    • Lifestyle: Many patients lead busy yet balanced lifestyles, managing work, family responsibilities, and time spent at home. Many work full-time or part-time jobs; while others may be retirees, students, or caregivers. Patients value a healthy work-life balance and prioritize accessible healthcare that fits into their daily schedules, including flexible appointment times and nearby medical facilities.
    • Motivations: Many patients are motivated to live a healthy life and prioritize healthcare services that promote wellness, prevention, and overall quality of life.
    • Challenges & Pain Points: Some patients may experience financal stress related to medical expenses, insurance coverage, and rising health care costs. Out-of- pocket expenses, copays, and unexpected medical bills can be a concern for many patients; as well as navigating insurance and the billing process may presesnt challenges for some patients.

    Behavioral Information

    • When choosing a healthcare service at Avera Health, many patients look at the factors such as insurance acceptance, out-of-pocket costs, and quality of care with other healthcare providers. The type of care needed can also influence their decsion. Convenience, appointment availability, and family or doctor recommendations can play an important role in deciding as well.
    • Product/Service Usage: Patients can seek healthcare services such as primary care visits, specialty appointments, pediatric care, and preventive services. Many patients also use online tools like the patient portal to schedule appointments, view test results, and communicate with providers. The patient portal consists of the most valuable features such as convenient access to care, clear communication, access to trusted providers, and easy to use technology.
    • Online Behavior: Patients commonly use the internet to search for health related infromation, schedule appointments, and access medical records throughout the patient portals. Many patients may rely on search enginges such as Google to look up symptoms, providers, and healthcare services before booking an appointment.
    • Customer Journey: Patients offten discover Avera through referrals from primary care providers, family or friends recommendations, or through online searches. They may then vist Avera’s website to research services, locations, and insurance coverage. Key touchpoints include scheduling appointments online or by phone, interacting with healthcare providers during appointments, using the patient portal to access test results, and reciving care.

    Goals and Objectives

    • Short-Term Goals: Patients may aim to address immediate health concerns, schedule appointments efficently, and receive timely, compassionate care.
    • Long-Term Goals: Patients may strive to maintain good health, prevent future illnesses, and improve their overall quality of liife. Familes may prioritize long-term wellness for children, while older patients may focus on managing chronic conditions.
    • How Your Product/Service Helps: As a faith-based healthcare organization, Avera supports these goals by offering high-quality medical care grounded in compassion, dignity, and respect. Through trusted providers, accessable locations, preventive services, and supportive spirtual care, Avera helps their patients meet both their short-term and long term healthcare needs and goals.

    Objections and Concerns

    Potential Barriers: Some paitents may face barriers such as the cost of healthcare services, insurance limitations, or high out-of-pocket expenses, and limited appointment availability may prevent some individuals from choosing Avera.

    Common Questions: Some common questions patients may ask is does Avera accept my insurance, how much will my visit or procedure cost, how do I access my test results or medical records online.

    Influence Factors

    • Influencers: If a patient needs Specific care that can infuluence their desion on choosing Avera, this can range from primary care, pediatric care, to specialists.

    Quotes & Real-Life Examples

    • Customer Quotes: “Never had a problem with the staff here as they have all been welcoming and warm. Receptionists are always helpful and the doctors are great too. Overall good place.”

    -Yelp user review, Sioux Falls SD, USA, (June 20, 2019)

    Based on the information gathered, we can develop a clear profile of a typical Avera patient.

    Customer Persona

    • Name: Lisa
    • Age: 45
    • Occupation: Lisa is a full-time elementary school teacher working in a local public school district. She has a stable career, reliable health insurance through her employer, and lives in a rural or small-town community where access to nearby healthcare is important.
    • Goals: She would like to maintain overall physical and mental health to remain effective in her teaching role as wells as prevent illness by attending routine checkups and screeenings.
    • Challenges:Balancing a full-time teaching schedule with family responsibilities makes it difficult to schedule appointments during standard business hours.
    • Personality: Lisa is organized and caring reflecting her role as a teacher. She is dependalble and values a good routine that helps her stay on top of her busy schedule.

    Sources