Communicating product and service value

As our newly formed Service Experience team took shape, there was uncertainty about how best to serve our strategic customers, including C-suite executives and department heads. To bridge this gap, I initiated a research plan to better understand their needs, challenges, and pain points.

Outcome:

This project improved the business’ understanding of strategic customers through the improved customer personas and comprehensive journey map. Executive leaders and stakeholders were able to align on future business strategies as a result.

My Role

Methodology:

  • Mixed-Method Research & Analysis

  • Ideation & Synthesis

  • Customer Journey Mapping

  • Led research planning to define customer persona needs and pain points.

  • Developed a structured research plan, outlining methodologies and activities.

  • Delegated research tasks to optimize team efficiency.

  • Refreshed strategic customer personas based on new insights.

  • Co-created a streamlined data process, leveraging generative AI for analysis.

  • Designed a comprehensive customer journey map that highlighted pain points and served as a unified backlog for the central team.

Research Process and Analysis

Strategic Profile Personas

My Contributions

To develop a deeper understanding of our strategic customers, I conducted secondary research on industry trends, customer roles, and persona characteristics. I then validated these insights through internal interviews and a review of existing personas.


Using this data, I refreshed and refined strategic personas, ensuring they accurately reflected customer needs, pain points, and expectations.

Journey Mapping

Leveraging AI-driven analysis, each team member focused on a key area of the customer journey. My focus was the implementation phase. After extracting key insights and pain points, I then validated them against official NPS reports shared internally. Finally, I mapped these pain points across the implementation phase in the journey.


What We Learned

This approach provided a data-backed foundation for enhancing the customer experience and prioritizing impactful solutions. The accurate customer personas and end-to-end journey map, promote internal stakeholder and executive alignment.

  • 50+ pains expressed during the post-purchase phases of the customer journey.

  • 5 Strategic Customer Personas

  • 1 End-to-End Customer Journey Map