Building trust across the customer’s journey

What we did

We designed a research program combining internal work shops to surface existing knowledge and then conducted customer interviews to fill in the gaps.

We used identified distinct patterns in customer goals, behaviours and expectations.

We then developed a customer needs model and a persona framework that could be used to segment customers, understand their different needs and communicate insights across the organisation.

We identified the foundational journeys for fleet management, the key drivers of trust, and the non-negotiables that enable strategic relationships to be built.

Outcome

“We now have a new way of thinking about our customer needs, and a shared language that helps us align our strategic goals to specific customer needs and build trust over time”

— Chief Executive Officer

Results and deliverables

Developed a new model of customer needs to inform segmentation, strategy and investment decisions.

Created 5 customer personas showing how the different ways customers think and behave, shape their needs and preferenc

• Produced a persona framework and guidance on how to interpret, communicate  and act on research insights consistently.
• Identified the foundational fleet management customer  journeys.