How we transformed insights into actions for Sparda Bank Berlin
Fast Facts
- We developed data-driven customer personas
- We identified the key customer journey touchpoints
- All the data was consolidated into a customer journey map, which can be used as a sound basis for optimizations and new developments.
The Challenge
In today's dynamic landscape, organizations must continually deepen their understanding of their audiences. However, many organizations are challenged by the lack of a consistent understanding of their audiences across all departments. Looking for a solution, Sparda-Bank Berlin approached Statista+. Together, we conducted a project to create market research-based personas and identify their specific customer journeys.
Our Approach
Our approach consisted of 4 steps:
1. Target Group Segmentation
Based on a baseline study, the target audience was segmented and categorized by needs, behaviors, and attitudes.
2. Persona Workshop
Detailed personas representing each segment were developed during a workshop. These data-driven, validated personas were aligned with internal company data and existing employee knowledge.
3. Customer Journey Mapping
The customer journey for each persona was mapped, tracking their experience from initial contact through usage to repurchase.
4. Quantifying the Customer Journey
A quantitative study was then conducted to prioritize actions along the customer decision journey. This study measured the impact of churn and loyalty drivers, helping to identify the actions that would deliver the greatest results.
“In collaboration with Statista+, we have developed data-based personas of our customers that give us a consistent, cross-company understanding of our target group. We use the personas to make strategic decisions based on data.”
Sparda-Bank Berlin
The Outcome
In collaboration with Sparda-Bank Berlin, a comprehensive customer profile was developed:
- Six customer segments of the bank were identified and transformed into meaningful personas.
- The key touchpoints and potentials within the customer journey were identified for each segment.
- All data was consolidated into a customer journey map, providing a detailed single source of truth for internal use.
- The customer journey map now serves as a solid foundation for optimizations and new developments.
Methodologies & Capabilities:
Market Research
Our comprehensive approach combines target group segmentation and a customer decision survey.
Optional: Strategy
Our comprehensive approach can include strategic recommendations for turning insights into action.
Optional: Design
Our comprehensive approach can also include the creation of design materials for internal communications
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