The company employs more than 100,000 employees across the world and works with a wide range of industries, including banking and financial services, healthcare, manufacturing, retail, and more. It also offers a variety of services including consulting services, analytics and data management, finance and accounting services, supply chain management, customer experience, risk and compliance, and business process outsourcing, to very large multi-national corporations.
Working with such a large company that provides services to so many industries made the scope of this engagement much larger than our typical project. We had to really look at everything to understand what they needed and customize the customer journeys so that they got all the information they needed to proceed with the buying experience.
Over the course of our engagement, we did extensive research and discovery work to understand their business model and identify their goals and needs. We also spoke with their customers to understand how the website was involved in their decision making.
We learned their customers weren’t going to the site to figure out how to solve their problems — something the company assumed. Their customers already knew, or thought they knew, how to solve those problems.
What their customers actually wanted from the website was answers to these four key questions about the company:
- Who are you as an organization?
- Do you offer the service or solution I need?
- Who else have you worked with?
- Do you have experience solving problems of a similar type and scale?
Based on our research, we developed three separate customer personas:
- Management
- Buying Committee
- C-Suite Executives
