The Client’s background and challenges
In this assignment, we worked with a leading Swedish bank with a customer base covering a wide variety of industries and company sizes. The bank’s goal was to better understand its business customers in order to strengthen its communication and business. The assignment included mapping how businesses’ needs, behaviors and views evolve over time and through different phases, analyzing what influences customers’ decisions related to financing, and mapping how and where customers seek information related to financing.
a. Strategic workshops: We conducted a number of strategic workshops with key personnel of the client to discuss and analyze their current situation, identify different market segments to analyze, and generate ideas on factors that could influence their customers’ financing decisions.
b. Data collection through qualitative interviews: We collected information through qualitative interviews with CEOs, CFOs and founders in the different defined market segments.
c. Strategic work and synthesis: After collecting and analyzing all information from qualitative interviews and workshops, we presented a detailed summary describing the entrepreneurial journey, customer needs and behaviors in different segments, factors influencing financing decisions, and how and where customers seek information related to financing.
By following this process, we were able to help the bank better understand its business customers, their needs and behaviors, and create a basis for further developing and adapting their services and communications to meet customer needs and expectations.