Improve the Customer Journey for freelancers and small business customers of NS
My primary goal as a segment marketer is to recruit new business customers for NS and to have customers travel more often with our NS Business Card. And I try to do that as well as possible every day.
In our collaboration with Branddoctors, we strive to not only do things well, but above all to do the right things.
Hang over the market
Giving an example; we can develop a beautiful online acquisition campaign with the aim of attracting a lot of freelancers to us. But if visitors then end up on a website where they cannot easily find an answer to their questions, then it will of course stop. Within the Business Marketing department there is a strong focus on developing campaigns to recruit new customers and to get people to travel by public transport more often. Quite a lot focused on action. During the projects we do with Branddoctors, we actually step out of this daily practice for a while and, as it were, hang above the market and see what the right things are that really make a difference for the customer.
Working with Branddoctors is also fun!
Mapping the customer journey for freelancers and small business customers has provided me with a lot of new insights in that sense; where are the bottlenecks and where can we improve? As a result, we are now much better able to determine what is really important and what you can really make a difference with.
Typical for working with Branddoctors is the informal way of working together in which 'fun' is also very important. People are really enthusiastic about working with Branddoctors and indicate that they really get new fresh energy from it. Afterwards I often hear: 'this was really great, what opportunities I suddenly see'. I actually think that Branddoctor's trajectories are one of the nicest trajectories I've done since working here. And certainly one of the most valuable. '
Prototyping makes it alive and concrete
Making a journey visual, as Branddoctors has done, is very important. I can tell you what insights we have gained, but such a record makes it really alive and concrete. If I want to bring people along to change things, this helps to get my message across. That we first come up with ideas together with Branddoctors and then make them really alive through a prototype, which helps to make ideas more concrete, to bring the idea further in the organization so that you can get started with it faster and achieve results.
The challenge is to make prototypes that are not too difficult to implement, but have a lot of impact. I think Branddoctors could be of even more added value if they help me to get things moving internally. Summarizing a 3-month project in 10 minutes is of course also my role, but yes, your Brand Doctors are also good at telling stories. So if they make a 1,5-minute summary of each project, the story can really start traveling. Yes, that would help me yes!
Matthijs Westers, Marketeer ZZP Segment and Small Business NS