By looking at the real life project lifecycle of an electronics design engineer, we helped RS Components, a global distributor of electronics equipment, transform the way they understood and approached their target audience. Until now, RS had focussed their efforts on a single stage of the customer lifecycle – the purchase stage. Highly transactional messages mixed with tactical campaigns were failing to truly engage their engineering audience.
We introduced experience mapping early on in our relationship with RS, an approach to help businesses put their customers back at the centre of their operations. By understanding how their customers behave across the full customer lifecycle, and overlaying pain points and moments of truth, we are able to develop innovations that not only engage an audience but actually disrupt the industry.
Our research covered both internal and external sources, including stakeholder workshops, customer interviews, user surveys and data insight. We produced two distinct experience maps covering the research undertaken. The first was a visual representation of the project lifecycle across all the engineering roles, detailing the stages, key details and software use. The second map we produced detailed the marketing journey that engineers take when looking for, installing and using the software packages provided, and how this impacts on the purchase of RS Components products.