Customer Lifecycle design from Qual and Quant insight
Client Situation
Our client wanted to progress from tactical product-led comms to deliver both a better customer experience and increased sales for the business. To ensure both elements were achieved, a layered approach combining Qualitative Market research with Quantitative Database analysis was agreed.
Loop Contribution
The Loop team defined the layered approach to ensure that the resultant journeys would leverage the behavioural and value opportunity analysis from Quant, whilst also aligning to the customer pain points derived from the Qual.
Loop’s support covered 3 key stages:
Insight: Loop coordinated with a Qual research agency to align against a single lifecycle structure and designed a Quant data brief for D&A team to run against existing customer database. This resulted in 34 actionable insights across the lifecycle. Simultaneously, all existing customer journeys and comms were reviewed.
Application: The Quant insights were analysed and presented to the client teams in an interactive workshop, mapping against the Qual learnings and existing marketing activity. This enabled the teams to think about their customers in a way they never had and develop new or enhanced journeys that tackled the value opportunities and pain points highlighted. Loop then led the prioritisation and design of these customer experiences with special attention to cross-channel, segmented, and measurable experiences.
Delivery: Once the five journeys were agreed, Loop supported on the messaging, set-up and testing along with project management of the delivery plan to ensure the clients desired outcomes. As results are captured these will be analysed and the prioritisation of the backlog for continued expansion into 2025 will take place.
Client Results
- 5 journeys designed focusing on new travellers, booking process, pre-departure, payments and rebooking.
- Each journey, trigger and segmentation applied tackles a critical value stage of the customer journey whilst being enriched due to the qual insight.
- The team and wider stakeholder were also educated on new insight which they hadn’t seen before, and they have a progressive backlog for ongoing optimisation delivery in to 2025.
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