Deep customer and stakeholder understanding will always be first on our list of must-haves for effective solution design. In a world of infinite resources, solutions could be designed for every customer need. We don't live in that world. Choices have to be made and customer understanding better equips you to make those choices.
Understanding customers’ wants, needs and emotional and logical dimensions help you align your personas (ideal customers) with your business. We actively describe and define your personas and customer base, segment them, conduct research and support the sharing and socialisation of customer understanding across your ecosystem, injecting it into strategic design, product design, operations and other parts of the business.
The volume, velocity and variety of customer data can often overwhelm organisations. We see an opportunity to mine your existing data to describe your customers, identifying their net value to the organisation. Then we extend that to a 360⁰ customer understanding view, providing insight across the entire customer journey.
How W5 helped Jameson Whiskey to boost its NPS through understanding its customers
By focusing on the voice of the customer, we enabled Jameson Whiskey to understand the impact of its visitor experience and boost NPS.Read their story
The pillars of customer understanding
The aim is to bring the customer into every decision in your organisation. Providing an understanding of their context, challenges, goals, needs, wants, expectations and the implications of good and poor experiences on the customer and your business. You have an opportunity to not only influence products and services, but to influence behaviours.
Our approach to developing customer understanding is built on three pillars:
1. Defining and describing your customers
2. Ensuring your organisation and its stakeholders have and use this understanding
3. A constant learning environment to review all customer dimensions and descriptors
Clients we've helped