Case Study –Customer Journey and Brand Audit

Industry

Retail

Function

Customer Experience and Analytics

Business Challenge

The client, a retail/service station provider, aimed to enhance customer experience and align it with their expansion strategy. They sought to understand the customer journey to improve service delivery and profitability, while also using insights to realign their business strategy and roadmap.

Project Objective

Enhance existing customer experience.
Retain loyal customers.
Acquire new customers.
Realign business strategy to become more customer-centric.

Approach & Solution

The study was conducted in three phases:

Stakeholder Interviews: Engaged with key stakeholders and retail managers to identify existing challenges and opportunities.
Exit Interviews: Conducted exit interviews across various retail brands operated by the client.
Customer and Employee Interactions: Undertook face-to-face interactions with customers and employees at clients outlets.

Key Steps:

Customer Segmentation: Developed psychographic and demographic segments to tailor marketing strategies.
Action Plans: Provided actionable insights for customer retention, acquisition, and loyalty strategies.
Customer Journey Mapping: Analyzed both physical and perceptual journeys of customers at clients facilities.

Project Outcome

Enhanced Customer Journey Mapping: Identified gaps between customer expectations and actual experiences at clients facilities.
Targeted Customer Segmentation: Enabled tailored marketing approaches based on customer preferences and behaviors.
Strategic Action Plans: Delivered actionable insights to improve customer retention, acquisition, and overall satisfaction, contributing to a more customer-centric business model.