Persona Building for Performance Success

For years, our brick and mortar client relied on one size fits all approaches to customer communication. New customers, existing customers and those trying to re-engage received the exact same messaging.

We knew there were more effective means to better understand and communicate with potential and existing customers alike at their fingertips.

Problem:

Our client was looking to modernize their communication efforts and tech stack to better optimize the customer journey and reduce ineffective spend. There was not an effective means to connect disparate sources, different opt-in statuses and most up to date contact information across in-branch experience, online account management and credit application.

Opportunity:

Use the data and insights they have internally paired with our audience knowledge to identify and create customer personas to better speak to their customers and increase engagement with their marketing, sales and product offering.

Solution:

Working with their internal stakeholders (sales, operations, marketing, product, strategy and analytics), we identified three distinct customer pathways along with six distinct customer personas to reach their customers where they were. We saw engagement across all touchpoints  increase by 35% and business outcomes positively increase across the board.