Context & challenge

Help the SEB group's brands compete with more recent and natively digital brands by rolling out useful services and experiences for its strategic targets

Methods

Internal strategic alignment on the definition and scope of the customer experience. Collaborative work defining new indicators. Ethnographic field survey along a continuum of 6 strategic targets. Definition of guidelines for services and experience. Enrichment of the Tefal and Moulinex brand books. Strategic content and guidelines for all in-house stakeholders and partners in charge of operational activations. Training.

Solution

Internal strategic alignment on the definition and scope of the customer experience. Collaborative work on defining new indicators. Ethnographic field survey in a continuum of 6 strategic targets. Definition of guidelines for services and experience. Enrichment of the Tefal and Moulinex brand books Strategic content and guidelines for all in-house stakeholders and partners in charge of operational activations. Training.

Key figures

. 36 consumers monitored for several weeks
. 4 customer experiences thoroughly re-examined
. 1 integrated team
. 2 brands