Retail player
When the biggest player in its industry comes to you and says, “We don’t know if our online business model underperforms”, what do you do? Simple: you map the whole customer experience journey, so that you can better understand what your client’s customers wish and get from the online sales.
After carefully defining the retailer goals and understanding its business model, we proposed a qualitative methodology approach, in which we created an online community made of real customers, with real purchasing habits, segmented according to the internal segmentation criteria owned by our customer.
The panel community operated for a dedicated period of time, during which our ethnographer (group moderator) adjusted and controlled the daily discussions about pre-agreed themes. Based on these hundreds of ideas and thoughts, tens of proposed innovations and complains and multiple online and offline interactions, we managed to map the whole customer journey experience and to generate pros and cons for every mapped touchpoint.
Customer happiness is our main driver. Every time. With this project, we wanted to understand what makes customers happy and how we can turn them into being more satisfied by the retailer’s products and services. We translated this demand into an action plan, full of recommendations. Even though not all of these recommendations turned into real facts, the ones that did fully contributed to customer satisfaction.
Not only we have mapped the customer interactions with our client’s online platform, but we also generated green field business proposals and fresh ideas, some of which are live now. We made changes for the benefit of our client’s customers.