Insights / Case Study
When this client geared up to expand into a higher market tier with a new suite of transformative products, it faced obstacles. While it had insights and an understanding of acquisition journeys across customer segments and products, it lacked single sources of truth, an understanding of customer value, and a common language across post-trial/purchase customer lifecycles.
To enhance customer engagement, it had to bridge those gaps and break down the silos between sales, operations, client relations, and technology teams.
Concentrix was selected as the client’s customer journey optimization partner to document and align on key customer experiences and outcomes, define the stages of post-acquisition journeys, and establish a common framework across personas and journeys to inform future go-to-market opportunities.
Luckily for the client, we love tackling challenges such as these. We applied our 3-Step Journey Optimization Framework with a goal of enhancing internal team alignment and customer-centricity:
Step 1: The Insight Audit & Taxonomy Design We began with a deep-dive audit of existing state research and materials. By blending the client’s internal intellect with our human-centric design approach, we designed a custom architecture and taxonomy for personas that would serve as the foundation for the entire lifecycle.
The outcome? A clear picture of where customer insights and operational alignment were missing.
Step 2: Co-Development & Cross-Functional Synchronization Using an in-person, collaborative workshop model, we brought together stakeholders from Sales, Operations, and Technology. This ensured that the new journey maps and persona profiles weren’t just “marketing documents,” but actionable tools co-signed by the teams responsible for executing them.
The outcome? A shared language for describing customer journeys across business functions.
Step 3: Stakeholder Validation & Lifecycle Activation To ensure long-term adoption, we conducted executive readouts to secure organizational buy-in. We then applied the new framework to two high-priority post-purchase journeys, providing the client with a ready-to-use blueprint for their next-phase multi-year vision.
The outcome? Approved journey frameworks with stakeholder buy-in that enabled the organization to operationalize customer experience improvements.
“On behalf of [all of us], we want to thank you for all the time and effort you put into developing the [project] deliverables. This output will help us as we move into the next phase of our multi-year vision, and we appreciate your partnership.”
– Client Project Partner
8 teams adopting the framework
2 current state personas created
2 current state journey maps developed
Don’t launch your next product into a silo.
A great product needs a unified internal roadmap to succeed. Connect with our Strategy & Design experts to align your teams around a single source of truth and turn your go-to-market obstacles into a seamless customer journey.
