Helping you to understand your customers

We pride ourselves in helping brands to be customer centric. To us marketing in its purest sense is helping company to anticipate and meet customer needs. But this isn’t easy to do! Whether you’re drowning in customer insight or not sure what you know about your customers we have got you covered. One thing we can guarantee is that you probably know more about your customers than you realise!

We use a wide range of design thinking tools and techniques to help you get under the skin of your customers and translate this into insight that your business can use. Pulling together data, things you just know and creative ideas to form strong marketing and business growth strategies.

Customer persona development

A customer persona, sometimes called buyer persona or marketing persona are a semi-fictional portrayal of a customer group. Based on research and customer data they help companies to understand the motivations, goals and pain points of an audience group. Helping your marketing or customer experience team to really get under the skin of what matters to your customers.

We will help you to make sense of your customer data by co-creating a suite of personas for your business.

Benefits of customer personas

Personas can help you to bring your customers and customer data alive for your teams. Transforming data to stories that are repeatable and easy to understand. Helping you to build a common understanding of customer needs in your organisation. Personas enable you to:

  • Create stronger marketing copy: it is easier to write copy that resonates when you have a person in mind

  • Refine your marketing approach: personas give you a clearer idea of who your ideal customers are, making it easier to select the right marketing channels and targeting approach.

  • Develop value propositions that are aligned to your customer needs: by truly understanding what your customers value by digging deeper than demographic or superficial information to understanding the behaviour drivers of your customers!

  • Reduce the noise around new product ideas and development: by focusing on customer needs and struggles that are most important to your personas.

  • Improve your customer experience: by focusing on what really matters to customers.

Our approach

  • During this discovery stage we will work with internal stakeholders to analyse and synthesise the data available (qualitative, quantitative and desk research), analysing what it is telling us and identifying any insight gaps.

  • During this stage we will undertake further research to fill any gaps identified in stage 1 and use the insight gathered to create personas that create a realistic view of the lived experiences of the different archetypes identified. We will combine qualitative research and quantitative data to create needs-based profiles and provide estimated group sizes.

  • We will work with you to develop an implementation plan for the personas. This will include socialising them with internal teams and working with marketing to embed them in their processes.

Customer journey development

It is probably not surprising that a brand called Marketing Moments has an obsession with customer journeys. Throughout, our career we have seen the difference that focusing on customer journeys can have on supporting acquisition and retention goals of organisations. Whether you’ve got a leaky acquisition bucket for new customers, or you want to retain regular donors the insight you gather from focusing on customer journeys is invaluable.

A customer journey is the steps a customer takes when interacting with your organisation, from initial awareness to becoming a loyal customer. It is about putting yourself in your customer shoes and leading with their journey rather than your organisations and encompasses all of the interactions, both indirect or direct of your organisation.

This insight enables you to understand where you are losing customers or at risk of losing customers and need to focus your attention. But also provides invaluable insight into your customers behaviour, needs and motivations. When you over lay this with your internal processes you are sure to find areas where you can improve your product or services.

Benefits of a customer journey

Like with customer personas, journeys are a great way to bring your customer and touchpoint data alive for your team. Helping you to prioritise on where to focus your efforts and drive improvements to your sales conversion rate or customer experience. Customer journeys enable you to:

  • Build a common understanding of the customer experience: we often work with teams where things can be fragmented or siloed and customer journeys can help pull all steps of the customer journey into one place. Making it easier for your team to understand your customers reality.

  • Identify pain points: we sometimes call these moments of truth; these are moments that could make or break a relationship. They might be where you are losing people out of your marketing funnel. By being able to define them we can come up with ideas or solutions to reduce the friction.

  • Improve customer experience: By understanding the customer journey you can develop a roadmap of improvements.

  • Simplify processes: We often find that once you move from team-centric to customer-centric and can see overlap of internal processes you can find ways to simplify the processes without sacrificing the customer experience.

Our approach

  • We will co-create a customer journey with you based on the end outcome you’re looking to achieve. For example, to become a regular donor or to purchase a product. During this workshop we will define as an overview what the key steps of the journey are. We will then collate a list of data and insight we have available to make sense of the customer experience at this stage. This could include website analytics, touchpoint NPS or customer feedback.

  • We will then review the data available to start to form a more detailed understanding of the customer journey. For each stage we will define the actions taken, what the customer is thinking and feeling, how satisfied they are at this stage of the journey, the opportunities and known pain points. We will play this back to your team to strengthen the journey and finalise it. If needed at this stage we will give recommendations on activity to fill any insight gaps.

  • Working in partnership with your team we will run two workshops the first one defining your as-is processes that sit underneath the customer journey. In the second workshop we will define to-be processes to address the pain points or opportunities identified. We will then finalise your customer journey and play back what we’ve heard and learnt to your team.

  • We will create a plan of prioritised actions to improve the customer journey, balancing behind the scenes and visible actions. We will work with you to come up with a realistic plan of implementation that aligns with your business objectives. We can help you to create a narrative around why these changes are important and the expected impact.

Relevant blogs and LinkedIn articles

My top five design thinking tools

I am a big believer in the value of using design thinking to strengthen marketing decisions. Like with any toolbox, I have my favourite tools that I tend to use more frequently. In today’s blog, I am going to explore some of my favourite design thinking tools.

The role of design thinking in marketing

As a marketer, many of my successes and achievements have come from my close working relationship with IT teams and Business Analysts and them introducing me to the world of “design thinking”. There are many reasons why I believe that design thinking and marketing should be paired together, some of this is around how it pulls together creative, data and insight in an intuitive way, but also because it predominantly puts the customer at the heart of it.

Five creative ways to tell your customers stories

Customer stories are so important, they bring to life the reason for your brand existing and your customers struggles, challenges and motivations. Sharing these with your teams is a great way to help them to understand your customers and be bought into what you are doing and why you are doing it.

A collaborative approach to creating and embedding your customer personas

In my past role, we started our personas from scratch and I wanted to walk through some of my experiences and how we have done this! Loosely speaking I am putting this into two buckets co-creating the customer personas and embedding the customer personas.

Demystifying audience insight: five things you can do today

Today, I wanted to chat about audience insight and five things you can do today to start using more audience insight in your marketing. I can almost guarantee that you have more audience insight within your company than you realise, so how do you unlock it?