Different customers can experience the same journey in very different ways, so it's important to gain insight into each of your customer's unique needs. Identifying customer personas helps you understand your customers' behavior by individualizing the experience based on shared attributes. If you try to delight your customers by treating all of them the same way, you risk not pleasing any of them! Use customer personas to tailor how you measure and improve the experience. These insights will make your customer experience efforts more effective, your initiatives more efficient, and your business more successful.