How Customer Experience Works in Enforcium

The Customer Experience module helps you describe who your customers are, what matters to them, and the journey they take when interacting with your company or product.

The module follows this structure:

ICP → Personas → Customer Journey → Steps → Responsible Positions

Start by defining a customer segment through an ICP. Then create one or more Personas within that ICP. Each Persona can have its own Customer Journey, with specific Positions assigned to the relevant parts of the customer experience.

Customer Experience starts with an ICP (Ideal Customer Profile).

An ICP describes a specific type of company or customer you work with.

For example:

ICP: Digital agency with 50 to 150 employees

This defines a specific segment of digital agencies that the company wants to understand and serve through Customer Experience.

When a company works with several significantly different segments, each segment can have its own ICP.

Each ICP appears as a separate card on the Customer Experience home page.

For an ICP, you can:

• change its name
• manage access
• duplicate it
• delete it
• change its visibility

The card also shows how many Positions have access to the ICP.

Duplicate ICP

When you need a similar map for another segment, you can duplicate an existing ICP through Duplicate ICP.

This gives you an existing structure to work from, which you can then adapt to the new segment.

You can manage the visibility of each ICP separately.

Shown means the ICP is visible to users who have access to it.

Hidden means the ICP is hidden while remaining available in the system.

For example, you can hide a map while the team is still working on it and make it visible once it is ready.

An ICP describes a company or customer segment. Different people within that company may interact with your product for different reasons.

You can create as many Personas within an ICP as you need.

For example, an ICP such as:

Digital agency with 50 to 150 employees

could include these Personas:

• Founder / CEO wants to reduce reliance on manual control and understand what is happening across the business.
• COO / Operations Director wants to see processes, ownership, and operational metrics in one system.
• Head of Marketing wants to connect team goals, metrics, and the work that contributes to results.
• Department Manager wants to manage team priorities, track execution, and identify issues earlier.

These people work within the same ICP while having different responsibilities, challenges, motivations, and reasons to consider the product.

For example, a Founder may start looking for a solution when the company becomes difficult to manage through spreadsheets and frequent meetings.

A COO may reach that point when coordinating processes and ownership across departments becomes increasingly complex.

A Head of Marketing may start looking for a solution when team goals, metrics, and daily work operate across separate systems.

Each Persona can therefore have its own context and Customer Journey.

The structure looks like this:

ICP: Digital agency with 50 to 150 employees

→ Founder / CEO → separate Journey

→ COO / Operations Director → separate Journey

→ Head of Marketing → separate Journey

→ Department Manager → separate Journey

To create a Persona, go to Edit mode → Add Persona, enter the relevant information, and save your changes.

Once the Persona is created, you can start building its Customer Journey.

Each Persona can have its own context to help explain its needs and behavior.

Described persona describes who the person is, their role, whether they make decisions or use the product, and what motivates them.

Described negative persona describes people who are not a suitable Persona for the product. This helps identify potential customers and focus marketing and sales resources appropriately.

Persona goals describe what the person wants to achieve.

Jobs to be done describe the problem or task they are trying to solve.

Pain points describe the problems and difficulties they experience.

Buying triggers describe the events or situations that encourage them to start looking for a solution.

Touchpoints describe where and how they interact with the company or product.

Emotions describe what they feel throughout the experience.

Persona actions describe the actions they take.

For example, a COO / Operations Director may have a pain point related to information about goals, metrics, processes, and ownership being spread across different tools.

A buying trigger could be company growth that makes the existing management approach increasingly difficult to maintain.

A Persona captures the person behind the role, including what they want, what challenges they face, and what influences their behavior.

Each Persona has its own Customer Journey.

A Journey consists of Steps, which represent specific actions, situations, or interaction points a person experiences.

Each Step can belong to one of the standard Stages:

• Awareness means the person becomes aware of a problem or need.
• Consideration means they explore possible ways to solve it.
• Acquisition means they decide to purchase or start using the product.
• Onboarding means they learn about the product and set it up.
• Delivery / Experience means they use the product and receive its primary value.
• Support means they interact with the support team.
• Loyalty / Advocacy means they continue using the product, return to it, or recommend it to others.
• N/A is available when a Step does not need to belong to a standard Stage.

You do not need to use every Stage. The Customer Journey should reflect the actual journey of the specific Persona.

To edit a Customer Journey, enable Edit mode.

When creating a Step, you can define:

• Step describes the name of the Step.
• Stage identifies the Customer Journey stage.
• Description explains what happens at this point, including the customer action, context, or expected outcome.
• Responsible Positions identifies the Positions within your company responsible for this part of the customer experience.

For example, for the COO / Operations Director Persona:

The map shows the customer’s experience and the Position responsible for each relevant part of that experience.

Customer Experience has two working modes.

View mode lets you review the completed map, Personas, and their information.

Edit mode is used to make changes.

In Edit mode, you can:

• add Personas
• edit Persona information
• create and edit Steps
• select Stages
• assign Responsible Positions
• change the Customer Journey structure

Use the Edit mode switch at the top of the page to move between the two modes.

Access is configured separately for each ICP through Manage Access.

Access is granted to Positions from Org Structure.

The settings show which Positions already have access and their access level:

• Owner is the owner of the ICP.
• Can edit allows the user to view and edit the ICP.
• Can view allows the user to view the ICP.

For example, the Position responsible for Customer Experience can be the Owner, the CEO can have editing access, and department heads can have view access.

This gives you control over who can see a specific ICP and who can make changes to it.

The module follows a clear structure:

ICP

↓

One or more Personas

↓

Goals / JTBD / Pain Points / Buying Triggers / Touchpoints / Emotions / Actions

↓

Separate Customer Journey for each Persona

↓

Stages

↓

Steps

↓

Responsible Positions

For example:

Digital agency with 50 to 150 employees

→ COO / Operations Director

→ wants greater visibility into operational work

→ encounters fragmented processes and data

→ starts looking for a solution

→ compares possible tools

→ starts using the product

→ completes onboarding

→ receives support

→ continues using the product

Customer Experience brings these elements together:

who our customer is → what they want → what triggers their search for a solution → which journey they take → what happens at each stage → who in the company is responsible for each part of the experience.