Customer understanding

Creating reliable persona templates and journey maps that are matched to your customers’ jobs-to-be-done (JTBD) is at the heart of truly customer-driven product strategy. But most product teams still struggle to translate customer conversations into rich, actionable personas and detailed journey visuals. The reason? Manual persona-building is time-consuming, hard to scale, and often falls short of capturing the real motivations and evolving needs surfaced in hours of sales, support, and discovery calls.

Four/Four is built to change that. By automatically recording, transcribing, and analyzing every customer interaction, Four/Four brings both structure and depth to your persona development process. Each conversation is parsed for intent, challenge, and JTBD-specific details. Instead of relying on anecdotal notes or memory, your team gets data-backed persona templates and journey insights, grounded in real, recurring customer language.

When you’re building persona templates in Four/Four, you’re not starting from a blank page. The platform clusters similar customer statements and behaviors, creating segments across various roles, pains, and product usage patterns. Marketers and product managers can instantly draw on a bank of validated attributes—demographics, functional needs, desired outcomes—that reflect not just who your customers are, but why they buy and how they use your product. These dynamic templates remain up to date, automatically refreshed as new conversations are analyzed.

JTBD-aligned journey maps become far more than pretty diagrams. Four/Four strings together actual touchpoints and quotes from the customer’s experience—before purchase, during onboarding, through support, and at renewal or expansion. The map dynamically highlights moments of friction, delight, and decision, all tagged with direct customer language. Because every journey map is tied to segmented personas, you can instantly see, for example, how the journey of a mid-market IT manager diverges from that of an enterprise product owner, or how specific pain points affect customer satisfaction and revenue retention.

None of this requires manual effort or endless syncing between product, marketing, and customer success teams. Insights and journey touchpoints can push automatically into the templates and tools your team already uses—bringing JTBD insights directly into your workflow, whether for roadmap planning, onboarding, or targeted campaigns. And with AI-powered analysis surfacing new sub-personas or journey stages the minute they appear in conversations, your strategy evolves in lockstep with your customers.

With Four/Four, persona templates and JTBD-aligned journey maps become living tools for the whole team: clear, collaborative, and always rooted in the customer’s real voice. That means you can prioritize features, campaigns, and service plays with confidence—knowing you’re staying on target for what matters most to your users, today and tomorrow.