Stakeholder Matrix and Personas – Part I


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Written by: Aleksandrs Racenis

In my previous blog post on October 20, 2010, I outlined an approach to customer experience through a Customer Experience Model we have been developing. In this post I begin to share some of the tools that I envision are part of this model.

In my experience, step 1 requires a thorough investigation into the identity of customers and their value propositions. One tool that can be used to get at the customer’s identity is the Stakeholder Matrix. The Stakeholder Matrix provides the ability to identify and classify levels of importance and interest in collaboration for all stakeholders. This is important for the development of branding, marketing, and communications efforts throughout the customer experience.

How is this best done? I like to begin with a brainstorm and write down each stakeholder or group of stakeholders to an organization. The next step is to group or organize the stakeholders into a Stakeholder Matrix by asking a few simple questions about each individual or group of stakeholders.

The chart below shows you what the matrix looks like:

Stakeholder Matrix

The matrix will undoubtedly help in assessing the degree of influence and interest among your stakeholders to improve the overall customer experience. The building of the Matrix itself can be a time-consuming task, but will result in an honest assessment and useful resource.

Now that that your stakeholders have been identified and classified, it is time to dig deeper and develop the Persona Profiles. The Persona Profile is designed to give your company a brief, but detailed insight into what kind of customers your employees will interacting and working with on a specific task. This will be the topic for next Tuesday’s blog.

Again, please feel free to comment or ask questions on our blog. Your participation is greatly appreciated. Also, as you might have guessed our blogs now will be posted twice a week on Tuesday and Thursday.


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