From CX Vision to operationalized customer strategy

The Challenge

​

The client, a large Swedish media group, wanted insight into their audience in order to create content more relevant to the audience’s preferences. In addition, support in the development of other business areas was also requested.

​

This required a balance of customer understanding, and ability to act on customer, to avoid the common pitfall of creating fragmented insight islands, hard to consolidate and act upon in order to reap benefits.

The Solution

 

By combining existing customer knowledge, qualitative interviews and data from a world leading consumer classification, solid customer insights were acquired and put into operation by segmentation into seven customer personas.

 

The personas where then mapped to customer challenges, ambitions, and utilized to focus development of additional business areas.