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Customer Storytelling at the Heart of Business Success

A report by Arc Worldwide’s Experience Planning group:

"The decisions that customer personas and scenarios inform may include new product and service pursuits, details of product and service strategy, marketing strategies, customer relationship management frameworks, media placement and more. Personas and scenarios tell honest stories that are sculpted from diverse and comprehensive sets of data. These stories place the customer and their wants, needs, emotions, and behaviors at the center of a roadmap that charts current and future businesses success..."

This report discusses how the Arc Worldwide’s Experience Planning group uses storytelling and multidimensional customer-based stories to provide relevance, direction, and resonance in today’s business planning landscape.

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