Omnichannel marketing director/Strategic consultant.
Beequip is a young company active in the leasing of capital intensive investment goods, such as containers, construction draglines, and trucks. Since the start of their activities, they experienced exponential growth. For the next growth phase, they set their goal on creating the Beequip Experience, i.e. excellent customer support throughout the entire contract period.
The first step in the process was to define the personas for individual targeted market segments. I described each persona was in terms of i.a. business situation, motivations, restrictions and the roles of other parties in the value chain. And visualized them.
Mapping the customer journey
Per persona, I mapped out the customer journey describing what Beequip currently does in each of the individual journey stages as well as the potential and opportunities to create that desired level of brand and customer experience.
Creating the strategic roadmap
Consequently, I created a strategic roadmap with 4 quadrants along the axes of ‘contribution to brand and business’ and ‘investment in time and budget’. this resulted in a structured strategic implementation roadmap, with clear definition of quick wins.