Background:
A finance organization was falling short on its customer numbers and needed to investigate ways across differing user types to re-engage and retain. They needed to identify key target personas and develop custom acquisition and activation strategies to increase the user base and strengthen the program reach.
Approach
- Discovery and Preparation with stakeholder interviews, review data and do competitive desk research
- Conducted Quantitative Research to create Personas of customer needs
- Along a Customer Journey and Lifecycle
- With Qualitative Deep Dives to bring to life.
Results
- Analysis of the Finance Program Performance Gaps gave rise to a a Mobilization Strategy across the HOW, WHAT and WHO
- The Value Proposition, User Experience and Positioning and Tactics
- Across each of the Personas gave clear guidelines and recommendations to secure a strong customer base
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