A digital and social strategy for improved customer experience
Rentokil are a leading global pest management business. True became their strategic digital partner in 2016.
Breadth and scale is what makes Rentokil successful, but it also brings complexity and makes it hard to really put their B2B customers first. Rentokil asked True to help them understand their customers’ path to purchase to identify key moments for digital, content and social sales and service.
We began by synthesising 30+ pieces of customer research and 20 personas. Interrogating our audiences, we identified critical points of difference: legislation (businesses involving food in any way); scale (multi-site, multi country); and investment vs cost (planned opportunity or distress purchase). Qualitative interviews and quantitative research helped us drill into the customer journey from awareness to purchase, on boarding and ongoing management. This identified pain points, barriers, needs and media habits. This culminated in a clear, actionable strategy framework to drive the business forward.
We created a series of highly detailed customer journey maps, carefully designed to provide a valuable and ever present guide for Rentokil. The maps show key audience archetypes and detail how digital channels should support key business objectives and KPIs, customer needs, role of content and social, priority channels, and highlight tools required to measure and track. The maps capture and convey what the business needs to do differently to succeed.
We’ve only recently completed the last phase of our work, so it’s early days. Our work has already informed improvements to customer journeys, resulted in bringing clarity and focus to a tactical action plan and is steering a new approach to social and content at a market level.
We were hugely impressed with the strategic output from True. It really resonated with what our web performance date seemed to be telling us. Ours is a complex business, and you’ve really helped shine a light on how digital can play a greater role, and help us focus on the right things Clara Bermingham, Digital Marketing Director