Communication personas

To deal with the challenge of establishing effective communication with the customer, ensuring that the message is received and understood, a clustering of the low-voltage residential customers of CPFL Paulista, Piratininga and Santa Cruz was developed. To this end, technical and socio-demographic information on almost 9 million customers was used and 8 communication protopersonas were created, using the CLARA algorithm. The “protopersona” refers to the groups of customers with a similar profile identified by the clustering technique, prior to the application of a customer survey. Once the protopersonas had been created, a survey containing 15 questions was sent to a sample of 835 customers via WhatsApp/email, and 60 responses were obtained, reaching a confidence level of 74.7%. The answers obtained helped to confirm the existence of 6 personas, which are distinguished mainly by who contacts the company and by their preferred channels for active communications. Although other communication personas have been developed in the company previously, these personas are distinguished by their statistical content and allow the persona for each customer to be identified. This approach is an important milestone for communication in the company, and the results obtained have been applied in the day-to-day work of the commercial area.