The best segments aren’t based on titles — they’re based on how people think, feel, and stay (or leave).
This template builds personas that actually reflect behavior — using the voice of the customer.
Definition: Loyalty personas are behavior-based customer profiles segmented by retention signals, risk triggers, and relationship patterns — built from qualitative interviews.
| Benefit | Description | Impact |
|---|---|---|
| True Behavior Segments | Group users by mindset, not just industry | Sharper messaging + retention |
| Renewal Prediction | Know which personas are more likely to stay or leave | Improve targeting + outreach |
| Playbook Personalization | Tailor CS or onboarding flows by segment | Better activation + support |
| Strategic Differentiation | Focus product on what drives loyalty | Smarter innovation |
CX Strategists — Align loyalty work to real personas
PMMs — Refine ICPs and buyer segmentation
Customer Marketing — Personalize advocacy and reactivation programs
Product Teams — Design for what loyal users actually value
Both. It adapts to behavior and context — not vertical.
Yes — each persona includes representative voice-of-customer language.
You can. It works great alongside behavioral data for persona scoring.
“We now build retention strategies by persona, not by assumption. Insight7 helped us shift from static to behavior-driven.”
— Tobi Oluwole, Co-founder, 3skillz
