Once you’ve created one or more Personas, you can begin using them in your journey maps.
Why Personas matter
Personas are essential for making Customer Journeys more precise and relatable. By linking Personas to your maps, you ground each journey in the real needs, pains, and expectations of your customers or users. This ensures you are not mapping in the abstract, but for specific customer segments you can empathize with.
You can link one or more Personas to a journey map.
For example:
If you are mapping the buying experience, each Persona could represent a different customer segment in your database
When mapping for each Persona, you must capture what is unique to that segment, what their goals are and how their frustrations or needs differ from others
Adding a new Persona to the map
You can add more than one Persona to a map in Cemantica.
To do this, go to the Persona bubble at the top of your map and select “New Persona.” From there, choose a Persona from the list of Personas you have already created, and it will be added to your map.
2. Select the Person you want to add.
3. You can choose whether to start the mapping for the new persona from scratch, with no data, or to copy the data from an existing persona to the new one:
💡If you want to replace a Persona in a journey with another, first add the new Persona to your map and choose the option to copy all data from the existing Persona. Once the new Persona is set up, you can then remove the old Persona from the map.
Comparing Personas across journeys
To go deeper, you can compare how different Personas behave within the same journey. This helps you:
Detect discrepancies in their experiences
Identify the root causes behind differences in sentiment across touchpoints
The Sentiment Map makes this easier by providing a visual comparison of Persona behaviors and sentiment levels along the journey.
💡Deciding Whether to Create Separate Maps for Personas or Combine Them in One Map: Consider creating separate maps for each persona if their user journeys differ significantly. However, if the stages of the journey are similar for both personas, you can efficiently manage them within a single map. This approach helps streamline your analysis while ensuring clarity and relevance for each user type.
Visualizing Personas on the Interaction lane
On the Interaction lane, you can visualize the different touchpoints for each Persona:
Click the Persona face icon to display the related data
In the Interaction lane settings, choose what type of data you want to show:
Perceived Sentiment – the manual sentiment score you assign to each touchpoint
Actual Sentiment – sentiment data retrieved from your VoC (Voice of Customer) sources
👉 Note: The Interaction lane only shows the data of one Persona at a time.
How Lane Types Behave When Working with Multiple Personas
When working with multiple personas, Lane types can behave differently. Some lanes are linked directly to specific personas, while others are connected to the journey itself and are agnostic to any particular persona. To understand this behavior in detail, explore our dedicated "How-to" article.