The data that we use as evidence to create personas comes from market research - which often focuses on feedback from current satisfied customers and surveys from potential customers - and so we miss the insights from recently departed customers. In short, personas are always looking forward from the current to the future and by their nature they are overly positive and fanciful.
POST SERVICE PERSONA
Post Service Personas consider the emotions of a user after they leave a service or product relationship. It aims to highlight the reasons for that departure and helps designers to consider and reflect on the closure experience of a service and the subsequent fall out.