# Customer Intelligence & Persona System
MAVERICK INC. | FIELD GUIDE 05

Build customer segments and message decisions from actual buyer evidence.

## What this system is designed to accomplish

The purpose is not to create another unused report. It is to create a repeatable decision process that connects evidence, owner accountability, and action. Numbers in examples are illustrative, not verified customer results.

## Four-stage implementation checklist

### Step 1: Inventory surveys, sales calls, reviews, support and CRM fields
- Identify the actual system of record and business owner.
- Record the baseline, timestamp, unit of measurement and reporting limitations.
- Produce one working artifact and one decision or follow-up action.
- Verify the final outcome with the stakeholders who use it.

### Step 2: Code customer language by pain, jobs and outcomes
- Identify the actual system of record and business owner.
- Record the baseline, timestamp, unit of measurement and reporting limitations.
- Produce one working artifact and one decision or follow-up action.
- Verify the final outcome with the stakeholders who use it.

### Step 3: Build evidence-backed segments and journey moments
- Identify the actual system of record and business owner.
- Record the baseline, timestamp, unit of measurement and reporting limitations.
- Produce one working artifact and one decision or follow-up action.
- Verify the final outcome with the stakeholders who use it.

### Step 4: Design buyer interviews and message tests
- Identify the actual system of record and business owner.
- Record the baseline, timestamp, unit of measurement and reporting limitations.
- Produce one working artifact and one decision or follow-up action.
- Verify the final outcome with the stakeholders who use it.

## Deliverables checklist
- [ ] Voice-of-customer interview guide
- [ ] Persona evidence matrix
- [ ] Journey map
- [ ] Buyer signal playbook

## Executive diagnostic questions
- Whose problem are you solving most profitably?
- What words do buyers actually use?
- What differentiates high-LTV customer segments?
- Which assumptions still require testing?

## Quality control standard
- Never combine different definitions of the same KPI without reconciling the sources.
- Label unverified, illustrative or directional findings.
- Validate formulas on known test cases.
- Keep a change log: observation, recommendation, owner, due date and verified result.
- Judge financial impact using actual costs, margin and collected revenue when available.

## How to use the workbook
Open the accompanying Maverick Business OS workbook. Locate the tab matching this topic, replace example inputs with your actual data, validate the metric definitions, and use the action column to log your next decision. Do not share sensitive customer-level data without an appropriate agreement and security review.

## 30 / 60 / 90-day accountability
- Day 30: establish working definitions, initial diagnostics, owners and a prioritized set of actions.
- Day 60: test changes, review actual results and discontinue weak hypotheses.
- Day 90: scale validated improvements and make the reporting process repeatable.

For a private business review: https://maverick.plus/#book
Contact: ian@maverick.plus

Copyright Maverick Inc. Internal business use permitted. No guarantee of commercial outcome is implied.