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Digital journeys

Understanding digital customer by providing critical insights into the customer’s demographics, behaviour, attitudes and degree of adoption

Change management Digital adoption Operating model and processes

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Digital journeys

What are the main touch points in customer journey across different product categories?
How is the user experience and ease of navigation?
What is the degree of adoption of digital at different touch points?
What are the KPC for adopting digital as compared to traditional options?
Which products / categories do they prefer purchasing online and why?
How does the digital banking journey differ from the traditional journey?
What are the specific pain points and areas for improvement?
What is the level of satisfaction on different touch points during the digital journey?

Relevant Case Studies

Customer behavior assessment of tele-consultation users in metro and tier 1 cities
Mapping digital journey for Insurance player
Understand digital journey and pain points associated towards digital adoption
Technology due-diligence on a SEA-based EdTech player
Digital customer journey mapping for a leading perishable (online meat) food brand
Customer journey with digital gold loan player
Mapping digital journey for fintech player
Mapping online drug purchase process and estimating NPS for chronic disease patients
Assess customer behavior through the online food ordering journey across platforms
Assess online learning behaviour of students in Metro and Tier 1 cities
Customer journey mapping for booking a hotel stay
Digital journey and aggregator behaviour research for an exchange tractor platform

Customer behavior assessment of tele-consultation users in metro and tier 1 cities

Objective

The client wanted to understand the current usage of teleconsultation by deep diving into the key purchase criteria, use cases, customer journey, pain points, and how the pain points are being addressed by teleconsultation providers

Methodology

Conducted in-depth interviews with 100+ customers of teleconsultation apps to derive useful insights and gather information regarding the key purchase criteria, use cases, customer journey, and pain points
Mapped customer journey from experiencing new symptoms to availing consultation to follow-up
Different use-cases for people to adopt teleconsultation

Impact / Outcome

Understand the customer preferences for using teleconsultation apps for doctor consultations
Also, the client understood the customer journey and various pain points of the customers and how the teleconsultation providers are addressing them

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Mapping digital journey for Insurance player

Objective

Leading online Insurance platform wanted to compare its customers’ digital journey with othe internet-first Insurance players to identify key improvement areas and level of digitization
They also wanted to understand customer experience before and after claiming the policy

Methodology

Conducted in-depth interviews with active customers (N = 1500) and churned customers (N = 200) to understand digital journey, key pain points and improvement areas
Conducted in-depth interviews to understand awareness, customer experience and NPS of all apps and websites of target and its competitors to identify differentiating metrics in core product features
Conducted mystery shopping to understand digital journey of customer on target vs its competitors
Understood key competitors’ strengths and weaknesses by elaborate secondary research and mapped those to customer needs to identify clear winners

Impact / Outcome

Client had a clear view on how it stacks up against competition in creating a seamless digital journey of customer. The client also got actionable insights to develop its tech in core areas to gain competitive advantage

Let's talk

Understand digital journey and pain points associated towards digital adoption

Objective

Client wanted to understand digital journey of a consumer from the point of exploration to point of purchase
They also wanted to understand the pain points in the journey to improve upon and consumer outlook on new products / features

Methodology

Conducted market survey (N = 500) of customers that buy electronic products from online stores or e-commerce platforms
Conducted in-depth interviews (N = 50) customers to understand their about digital journey and pain points associated with it; also discussed about different platforms and their advantages / disadvantages
Held a focus group discussion (N = 10) to ask specific questions to understand consumer outlook on new products / features
Performed product / process benchmarking for major players

Impact / Outcome

Client understood the major pain points a typical digital journey
Client received feedback on future products / features

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Technology due-diligence on a SEA-based EdTech player

Objective

Global PE investor wanted to validate active users, engagement and robustness of tech-stack of an EdTech platform

Methodology

Accessed server logs to identify DAUs (free, paid) and session durations on the platform
Monitored server events data to track user activities and platform engagement
Benchmarked efficacy and stability of tech-stack of the platform for scale
Analysis on Member IDs and OEM assigned Device IDs to track month-over-month MAU growth

Impact / Outcome

Client was able to validate key operational and business metrics of the EdTech player across user categories (free, registered, paid) and their geographic spread

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Digital customer journey mapping for a leading perishable (online meat) food brand

Objective

Client wanted to map the end-to-end customer journey by using navigational trends that enable the purchase and identify potential touchpoints for experience enhancement

Methodology

Identified the key touchpoints in the digital customer journey by conducting on-ground research and detailed journey maps across digital mediums
Conducted consumer survey (N = 500) and in-depth consumer discussions (N = 50) in 2 weeks across 10 cities (mix of metro, tier 1 & 2 cities) to understand the different purchase journeys across key customer segments
Conducted unaided focused group interviews to uncover the pitfalls in the customer journey while using website / mobile application to facilitate the purchase
Benchmarked the digital journey of a customer for the client against its competitors to identify which touchpoints can be optimized / improved

Impact

Developed a detailed customer journey and delivered a functional strategy to enhance the digital touchpoints across major stages to deliver superior customer experience

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Customer journey with digital gold loan player

Objective

Client wanted to evaluate an online gold loans player for a potential investment and identify differentiation in the customer journey of the digital lender with traditional player

Methodology

Conducted customer survey (N = 400+) of loan consumers across 8 major cities to understand customer behavior and experience with the gold loan lender and its competitors
Conducted in-depth Interviews with industry experts and customers (N = 65) to map customer borrowing needs with different loan products based on loan amount, urgency, collateral capacity, and repayment options
Identified key selection criteria, differentiating loan product features (interest rate, processing fee, documentation, loan TAT), and loan application process
Assessed the impact of technology on lender selection, loan TAT, and on loan process – origination to repayment by the customers

Impact / Outcome

Enabled the client to understand the overall gold loans market, operations of various market players, and impact of digitalization over changing customers preference and needs.

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Mapping digital journey for fintech player

Objective

A leading Insurtech player wanted to compare its customers’ digital journey with other internet-first insurtech players to identify key improvement areas and level of digitization. They also wanted to map the claim settlement process and identify ways to reduce TAT by investing in technology.

Methodology

Conducted in-depth interviews with target customers and competitor customers (N = 100) to understand digital journey, key pain points and improvement areas
Conducted in-depth interviews (N = 15) with competitors’ employees to deep-dive into back-end processes supporting the application
Combed through all apps and website of target and its competitors to identify differentiating metrics in core product features
Conducted mystery shopping to understand digital journey of customer on target vs its competitors
Understood key competitors’ strengths and weaknesses by elaborate secondary research and mapped those to customer needs to identify clear winners

Impact / Outcome

Client had a clear view on how it stacks up against competition in creating a seamless digital journey of customer. The client also got actionable insights to develop its tech in core areas to gain competitive advantage.

Let's talk

Mapping online drug purchase process and estimating NPS for chronic disease patients

Objective

A top e-pharmacy company in India wanted to benchmark its performance across product features and touchpoints against its peers

Methodology

Mapped customer journeys for offline and online drug purchase through customer interviews (N = 10) and mystery shopping?
Conducted consumer survey (N = 1,200) and in-depth customer interviews (N = 25) in 6 weeks across 25 cities (Metro, Tier-I and Tier-II) to develop customer archetypes and capture NPS for online drug purchase across geographies, age-groups, chronic disease types (diabetes, hypertension, migraine etc.)
Conducted competitor’s customer survey (N = 50) to understand detraction from client platform and identify areas of improvement
Understood key competitors’ strengths and weaknesses by elaborate secondary research
Deep-dived into performance and business journey of international players to find success analogs and sketch best practices for the client

Impact / Outcome

Client understood detailed insights on key consumer behaviour and preferences, key strengths and improvement areas for other e-pharmacy players and improvement areas to improve its NPS

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Assess customer behavior through the online food ordering journey across platforms

Objective

Client wanted to understand the current trends in online food ordering across the customer journey: discovery, selection, add-to-cart, payment, fulfillment, customer support, etc.

Methodology

Conducted customer interviews (N = 120) across various customer segments (low-medium-high usage, platform preference, online vs offline, etc.) to gather insights around the online food ordering journey and understand key pain points across the critical steps
Based on the articulation of pain points and needs of customers, identified priority segments for the feature request and latent needs

Impact / Outcome

Successfully helped the client to understand the customer preferences for using online food ordering apps
Client was able to understand the customer journey, various pain points of the customers and how the online food delivery platforms are addressing them

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Assess online learning behaviour of students in Metro and Tier 1 cities

Objective

Client wanted to understand the current usage preferences and experience of students on their online learning platform with focus on content consumption, practice tests, doubt resolution, engagement with tutors / teachers, etc.

Methodology

Conducted in-depth interviews with students (N = 30) to gather insights around comprehensibility, doubt clearance, engagement on discussion forums, etc. and pain points along this learning journey
Mapped learner journey across evaluation, onboarding, platform usage and query resolution
Understood the best practices being followed by competitors to design a comprehensive learning experience for their students

Impact / Outcome

The client understood the student pain points and latent needs across the learning journey, and how are competitors addressing them

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Customer journey mapping for booking a hotel stay

Objective

Client wanted to understand the customer journey blueprint while making a hotel booking online

Methodology

Conducted qualitative discussions (N = 50) to understand the key needs, requirements and need gaps across various OTAs and direct platforms
Conducted quantitative survey (N = 400) amongst customers who had booked a hotel stay online, across metro and non-metro cities to capture feedback
Triangulated the insights map the entire journey from need till hotel check out across budget hotel aggregator brands by town class

Impact / Output

Client was able to understand the overall journey and the whitespaces across major OTAs and direct platforms

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Digital journey and aggregator behaviour research for an exchange tractor platform

Objective

A leading tractor manufacturing company wanted to understand digital journey and behavior of its Tractor app amongst aggregators, including different segments of aggregators
Client wanted insights on exchange tractor digital journey of aggregators
Client wanted to understand current needs and pain points

Methodology

Conducted in-depth interviews (N = 50) of aggregators across 10 states to understand
Created a discussion guide to answer key parameters like - Exchange tractor digital purchase journey, needs and pain points in purchasing exchange tractors, usage of Tractor app, its strengths and weaknesses
Conducted secondary research to understand digital penetration in the focus states

Impact / Outcome

Client understood the different segments, exchange tractor digital purchase journey, needs, pain points, awareness and usage of tractor app amongst aggregators
Client also understood key strengths of the app, strategic, operational and tactical issues with the app and ways of mitigating them

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