Revamping ShieldFC's Sales with Customer Insights

How might we develop a deeper understanding of ShieldFC's diverse customer base in order to create targeted personas, enhance messaging, and enable more effective sales strategies that align with their customers' needs and business goals?

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Introduction

A year after ShieldFC's sales kick-off event, the company realized it lacked a comprehensive understanding of its customer base. The distinction between various buyer types and personas was unclear, creating challenges in aligning their market approach with business goals. ShieldFC partnered with Blas&Co to gain deeper insights into their customers, build targeted personas, and develop strategic messaging to improve customer engagement and sales effectiveness. This project focused on redefining ShieldFC's customer knowledge framework to ensure their product offerings and sales strategies resonated with their target audience.

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The Challenge

ShieldFC faced a critical challenge: they were in the dark about who their customers really were. Their current approach didn’t reflect the nuances between different customer types, making it difficult to develop effective sales and marketing strategies. ShieldFC needed to understand their customers' demographics, behaviors, preferences, and pain points. Without this, their messaging was generic, and their ability to convert prospects into customers was hindered. The existing sales strategies lacked the personalization and precision necessary to engage their audience effectively.

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Methodologies Used

• Stakeholder and Customer Interviews: Conducted detailed interviews with ShieldFC’s internal stakeholders and their customers to gather qualitative data on customer perceptions, needs, and challenges.
• Quantitative Surveys: Surveys were administered to a broader customer base to validate initial findings and gather quantitative insights into customer behaviors and preferences.
• Persona Development: Leveraging insights from the interviews and surveys, we developed distinct personas to represent ShieldFC’s diverse customer base, including their motivations, pain points, and buying triggers.
• Customer Journey Mapping: Mapped out the as-is customer journey to identify critical touchpoints, gaps, and opportunities for improved engagement and customer satisfaction.
• Jobs-to-Be-Done (JTBD) Analysis: Identified the specific tasks and problems ShieldFC’s customers were trying to solve with the company’s products and services, providing deeper insights into how to align offerings with customer needs.

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Impact

Blas&co successfully redefined ShieldFC’s understanding of their customer base, providing them with clear, actionable personas and strategic messaging frameworks. These deliverables enabled ShieldFC to engage more effectively with their target audience, improving both customer satisfaction and sales performance. By developing talking points and personas that aligned with the customers' jobs-to-be-done, ShieldFC enhanced their market positioning and created a more tailored approach to meet their sales goals.

With the new insights, ShieldFC saw an improvement in conversion rates and customer retention, while their sales and marketing teams were equipped to better communicate the value of ShieldFC's products across different customer segments. Additionally, the comprehensive understanding of the customer journey allowed ShieldFC to identify and address critical pain points, further strengthening their relationship with their clients.