The Customer Journey Map of a Professional Planner
A tailored persona and customer journey map were developed for the security company ASSA ABLOY AG. Furthermore, by understanding the company's customers, called professional planners, and their behavior, suggestions regarding content marketing were subsequently provided
Benedicto Aquino & Juan Angel Huacan Soto, 2019
Bachelor Thesis, ASSA ABLOY AG
Betreuende Dozierende: Markus Rach
Keywords: professional planner, persona, customer journey map, security solutions, content marketing
ASSA ABLOY AG is a supplier of intelligent lock and security solutions being the professional planners its target audience. However, currently there is no marketing plan, in terms of content, aimed at them. A deep research over the professional planners was needed in order to have a better insight of who the current users are and how they interact with the company. Therefore, the creation of a persona and a customer journey map were requested on the present thesis.
The creation of personas and customer journey maps require, mainly, a primary research approach. In this context, interviews with professional planners were considered the key input data to achieve this project's goal. A total of 7 interviews were conducted from which important information was extracted to start developing the prototypes of current consumers. Finally, a finalized version of the personas and the customer journey map together with suggestions and recommendations were given to ASSA ABLOY AG taking into account the relevant findings associated with the target audience.
Personas and customer journey maps are crucial for content marketing strategies nowadays. Having mentioned this, the results given to ASSA ABLOY AG were the following:
- A representative model of who are its current customers, named personas.
- A detailed flow of the customer-company interaction, named customer journey map.
- Recommendations based on a content marketing approach.
With this information, ASSA ABLOY AG is able to:
- Understand what the pains and gains of the professional planners are.
- Know how the user experience is at every stage of interaction.
- Generate dedicated marketing content to professional planners through the appropriate channels.
Having this knowledge will benefit ASSA ABLOY AG on focusing accurately on the real needs of the target audience. Furthermore, these will help the company to create added value on the services given, which aimed to retain current customers and attract new ones. Finally, advertisement can be created and displayed wisely enhancing the return on advertising spend (ROAS).
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation