Consumer Health
SFI Health
Unlocking customer centricity through customer journey mapping
About the client
SFI Health is a global natural health care provider who research, manufacture and distribute natural medicines and supplements across the US, EMEA and APAC. With a broad product range and a variety of end customers – both B2B and B2C – SFI Health have a global initiative towards improving customer centricity. Zuni was engaged to help develop internal customer journey mapping capabilities and deliver digital strategy across multiple regions.
The engagement
Zuni worked with SFI Health across three different regions and teams – Australia, the United States and the United Kingdom – to develop customer journey maps and provide digital market strategy for different target markets and product types.
Our approach
Team workshops to develop business requirements, current audience understanding and assumptive journey maps. This collaborative workshop approach gives team members a voice in the process and ownership of the final outputs, whilst also providing knowledge and capability transfer back into the business.
We conducted qualitative and quantitative research with the target market to identify audience segments and their journey, pain points and barriers from the customer's perspective. We tested the internal assumptions and probed deeper into areas where knowledge was missing.
The journey maps were refined and populated with quantitative data, and visualised to ensure key customer touchpoints, decision-making criteria, and barriers were easily understood.
We used this information, our knowledge of digital marketing, and competitor and landscape analysis to develop digital strategy recommendations to unlock the opportunities for the chosen target market and product set in each region.
The results
As a direct output of this project, SFI Health obtained data-rich customer audience profiles and journey maps detailing the triggers, stages and decision-making factors on path to purchase – across three different consumer and product types. These maps are being used to develop and roll out in-region marketing strategies, and form the template for a customer-centric approach for other products and markets.
Services involved