Primary Customer Personas
A Story Driven Micro Learning Experience for Chewy Customer Service Agents
Chewy’s new hire agents were joining the floor without a clear understanding of the company’s core customer personas. This led to service that felt generic, higher customer effort, and missed opportunities to deliver the empathy and personalization Chewy is known for. During a redesign of new hire training, I created a focused learning experience to give agents a simple and memorable way to recognize customer types and tailor their support from day one.
Audience
Newly hired Customer Care agents who were still learning how to anticipate needs, personalize interactions, and adjust their tone for different types of pet parents.
Solution
I designed a short, story driven Rise course built around four primary personas. Each persona is introduced through an animated video with an original song that highlights their needs, motivations, and preferred support style. After each video, learners see a concise recap that breaks down the persona’s profile and what matters most when serving them.
The experience includes:
Four animated persona stories produced in Vyond
Original songs for each persona, written with ChatGPT and generated with Suno
Clear persona profiles with demographics, behaviors, channels, and service expectations
Practical “key points” that agents can apply on real calls and chats
Process
I extracted customer persona data from internal documentation and confirmed accuracy with stakeholders.
I wrote lyrics using ChatGPT.
I then used those lyrics to generate music and vocals in Suno,
I created animations in Vyond.
I then extracted those animation clips from Vyond and edited the full videos in Adobe Premiere.
The finished videos were embedded into a Rise course alongside action focused recap content.
Impact
Understanding personas helped new agents personalize support, anticipate needs, and respond with empathy. This contributed to faster speed to proficiency, reduced customer effort, and stronger emotional connections with customers. It also supported new hire confidence and reduced early attrition.
What I Learned
Pairing data backed personas with storytelling made the content memorable and actionable. Using AI tools for music and scripting accelerated production while leaving room to focus on instructional quality.
