In B2B transactions with large companies, it’s all too easy to forget that no matter how big (or even faceless) a company might seem, individual decisions are still made by individuals, just as surely as if it were a mom-and-pop shop up the street. Journey mapping is the perfect tool to explore the thoughts, feelings, and motivations of those individuals, to boost sales and enhance business relationships.
Our client, a well-respected powerhouse in the financial services industry, offers software that accelerates manual process. They called on Heart of the Customer for a kind of company “tune-up,” to ensure they were staying one step ahead of the competition, and to grow sales by gaining insight into their customers’ software-selection process.
We began the journey-mapping process by interviewing both existing clients and prospects. This data-gathering phase helped us identify the different phases of the decision-making experience, and to identify the two key segments (or “personas”) that made up our client’s customer base: Frustrated Frank and Inclusive Anne. Read more