Customer Needs Framework
A key part of a more customer-centric strategic foundation, the framework acts as an anchor across functions — the definitive view of the customer’s world.
One view of the customer, shared by every team
Based on a comprehensive review of customer, category and brand insights, channel-agnostic macro and micro needs are compiled and used to map stages, sub-steps, needs and pain points onto the customer journey.
It can be enriched with north-star experiences that inspire the future ambition of the business, and house a measurement framework that drives alignment and transparency across channels and cost centres.
Challenge. A multi-market automotive client had multiple customer journeys, all channel-first and split by market.
Approach. A research phase with customer insight teams created, then simplified and de-duplicated, needs across the journey. This became a dynamic digital destination — a cross-functional starting point for app, digital, customer service, brand and campaign teams.