SFI Health – Customer Journey Mapping and Digital Strategy

 

Project Summary Headline:

Unlocking Customer Centricity through Customer Journey Mapping

About the client / problem

SFI Health is a global natural health care provider who research, manufacture and distribute natural medicines and supplements in the US, EMEA and APAC. They have a broad product range and a variety of different types of end customers, both B2B and B2C. SFI Health have a global initiative towards improving customer centricity. Zuni was engaged to help the client develop internal customer journey mapping capabilities.

Zuni worked with SFI Health across three different regions and teams (Australia, United States and the United Kingdom) to develop customer journey maps and provide a digital market strategy for different target markets and product types.

Our Approach / What we did

Team workshops to develop business requirements, current audience understanding and assumptive journey maps. This collaborative workshop approach gives team members a voice in the process and ownership of the final outputs, whilst also providing knowledge and capability transfer back into the business.

Validation Research. We conducted qualitative and quantitative research with the target market to identify audience segments and their journey, pain points and barriers from the customer’s perspective. We tested the internal assumptions and probed deeper into areas where knowledge was missing.

Refined Customer Journey Maps (and buyer personas).  The journey maps were refined and populated with quantitative data, and visualised to ensure key customer touch points and decision-making criteria, and barriers, were easily understood.

Digital Strategy Recommendations. We used this information, our knowledge of digital marketing and competitor and landscape analysis to develop  digital strategy recommendations to unlock the opportunities for the chosen target market, and product set, in each region.

Results

As a direct output of this project, the client obtained data rich customer audience profiles and journey maps, detailing the triggers, stages and decision-making factors on path to purchase, across three different consumer and product types. These maps are being used to develop and roll out in-region marketing strategies, and form the template for a customer centric approach for other products / markets.