Identify customer element through empathy map and user persona

Identifying customers’ needs and problems can give big impact to company producing suitable product and service. Shifting consumer needs after the pandemic has resulted in companies needing to redefine customer segments and relationships to provide maximum service. Empathy map and user persona are the tools that can help redefine the customer characteristics and developing the customer element in the business model of the company. This paper aims to define the customer segment and element of a service company after the pandemic time. This research using qualitative method by interviewing the customers as the key value to develop the customers element The result of this paper shows that through elements of empathy maps, the company can define how costumers feel, think, say, do and needs about the service of the company. Then company using figure of user persona to create the image of future customers of the company. The result of this research is that the company can redefine the customer element, customer segment and customer relationship, in its business model that can be used for the future product development. Empathy map and User persona make the company aware that customers' point of view is a sector worth considering in developing potential target markets in the future.