I turned to Julie Supan’s high-expectation customer framework as a tool to do just that. Supan notes that the high-expectation customer (HXC) isn’t an all encompassing persona, but rather the most discerning person within your target demographic. Most importantly, they will enjoy your product for its greatest benefit and help spread the word. For example, Airbnb’s HXC doesn’t simply want to visit new places, but wants to belong. For Dropbox, the HXC wants to stay organized, simplify their life, and keep their life’s work safe.
