Eradicating the hell out of getting a mortgage

Following our appointment as Lead Strategic Customer Agency, Habito challenged us to build a new segmented customer experience that would recognise individual circumstances. And, with various communications and experiences, take customers through from initial contact to application.

The first half of the journey is an online experience. Once the customer has completed the online ‘fact find’ they are connected to a mortgage advisor.

Our job was two-fold. Develop and deliver the optimum customer experience vision, proposition and segmented customer journeys. Whilst managing the tender process and onboarding of a marketing technology provider to make automated CRM possible.

Starting with a hypothesised segmentation, we initiated a period of qualitative research combining group discussion, ethnographic exploration and synthesised purchase exploration to determine what people needed and wanted as they went through the process.

This led to the development of four personas (First Time Buyer, Homemover, Remortgager and Buy to Let purchaser) and the creation of four distinct and different customer journeys.

We provide support and useful content for each group based on their persona at each point in the journey.

In order to turn the theory into practice, we helped Habito select the right marketing technology platform. We ran a tender process on their behalf that led to the selection of Salesforce Marketing Cloud. We’ve helped get Salesforce up and running and tailored the product set to meet the needs of the client.

Now, we’re currently leading the development of the automated customer journeys for each persona at each stage of the journey.

Client

Specialisms involved

Following our appointment as Lead Strategic Customer Agency, Habito challenged us to build a new segmented customer experience that would recognise individual circumstances. And, with various communications and experiences, take customers through from initial contact to application.

The first half of the journey is an online experience. Once the customer has completed the online ‘fact find’ they are connected to a mortgage advisor.

Our job was two-fold. Develop and deliver the optimum customer experience vision, proposition and segmented customer journeys. Whilst managing the tender process and onboarding of a marketing technology provider to make automated CRM possible.

Starting with a hypothesised segmentation, we initiated a period of qualitative research combining group discussion, ethnographic exploration and synthesised purchase exploration to determine what people needed and wanted as they went through the process.

This led to the development of four personas (First Time Buyer, Homemover, Remortgager and Buy to Let purchaser) and the creation of four distinct and different customer journeys.

We provide support and useful content for each group based on their persona at each point in the journey.

In order to turn the theory into practice, we helped Habito select the right marketing technology platform. We ran a tender process on their behalf that led to the selection of Salesforce Marketing Cloud. We’ve helped get Salesforce up and running and tailored the product set to meet the needs of the client.

Now, we’re currently leading the development of the automated customer journeys for each persona at each stage of the journey.

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