Can conceptualizing business relationships in a new way create real-life transformation of a business?
While from a sales perspective the customer is traditionally the intermediary, there was a desire within the organization to properly understand the end-user as customer — that is, employer-to-employee — opening up new possibilities for driving the business forward.
This was a foundational piece of research comprising multiple elements (state of the nation groups, customer journey mapping, value proposition development) in order to generate fresh insights.
Applying the principles of behavioral economics allowed us to reveal the influence of the nonconscious on decision-making and identify potential levers that could be used to nudge behavior in the desired direction. The resulting journey maps could therefore speak to both the rational and emotional mindsets of the customer and were designed to be disseminated broadly across the organization, giving all employees a sense of who the customers are, what they need, and what the priorities should be in terms of customer service.
- How to expose nonconscious thinking and inform more effective strategies for influencing decision-making
- How to generate effective visualizations for complex information that can be disseminated throughout a large organization to people in multiple roles