Source: Image generated by the author through AI generation with Tome.app
Introduction
In the last blog posts, we have gained insight into the analysis of external https://www.beecon.digital/post/beyond-the-boxes-die-logistikbranche-entschl%C3%BCsselt-einblicke-in-externe-einflussfaktoren and internal influencing factors https://www.beecon.digital/post/die-logistikbranche-im-visier-die-auswirkungen-von-porters-f%C3%BCnf-kr%C3%A4ften-entschl%C3%BCsseln in the logistics industry.
Now it is time to focus on the current situation regarding customers and services offered. Customer analysis is a crucial step in the digital transformation of logistics companies. In this post, we will introduce some powerful tools that help companies better understand the needs, challenges and expectations of their customers.
Value Proposition Canvas: A look into the world of customers
To take customer analysis to a deeper level, the Value Proposition Canvas is a very effective tool. It not only enables the categorization of customer challenges (pains), customer tasks (jobs) and customer expectations (gains), but also creates a comprehensive understanding of the customers' lives and work environments.
With the Value Proposition Canvas, the needs of customers can be represented on the right side of the canvas, while the company's solutions are visualized on the left side. [2] This tool makes it possible to establish a clear connection between the services offered and the actual needs of customers.
Example: Fantastischer Frachtzauber AG
Let's take the example of Fantastischer Frachtzauber AG, an up-and-coming logistics company. By applying the Value Proposition Canvas, the company was able to better understand the pains, jobs and gains of its customers. Fantastischer Frachtzauber AG noticed that customers were increasingly looking for environmentally friendly transport solutions. In this way, the company not only identified a challenge (pain) for customers, but also an opportunity (gain) for differentiation in the market.
Customer Journey Mapping: Understanding the customer journey
The customer journey is an essential aspect of customer analytics. It allows companies to visualize the entire process a customer goes through, starting from the first contact with the company to the purchase and beyond. This tool provides a comprehensive insight into the interactions between the customer and the company. [3]
Customer journey analytics not only helps understand the purchase process, but also the combinations of channels customers use to engage with the company. This is especially relevant in today's digital era, where customers use a variety of online and offline channels.
Example: Turbo-Transdimensionale Transporte GmbH
Turbo-Transdimensionale Transporte GmbH realized through customer journey mapping that many customers were looking for a seamless digital experience. The company responded by improving its online platform and increasing user-friendliness. The analysis also showed that customers often interacted with the company through social media. This led to targeted social media marketing campaigns to increase customer loyalty.
Persona Development: Identifying with the Customer
Developing personas is another powerful way to gain a deeper understanding of customers. By creating customer personas, companies can create ideal customer profiles and better understand how different types of customers act, decide, and what their needs are. [1]
The personas provide a human-centered perspective and allow companies to better put themselves in the shoes of their customers. This is crucial to developing a customer-centric strategy that goes beyond just selling services.
Source: Image generated by the author through AI generation with Tome.app
Example: Rocket Rapido Express Shipping Inc.
Rocket Rapido Express Shipping created personas that represented different types of customers, from small e-commerce businesses to large multinational corporations. These personas helped the company develop customized logistics solutions specifically tailored to the needs of each customer group.
The Customer-Centric Strategy in Action
Once a company has "walked a mile in the customer's shoes," it can develop a customer-centric strategy. Analysis through tools such as Value Proposition Canvas, Customer Journey Mapping, and persona development allows companies to not only address their customers' current needs but also anticipate future trends and requirements.
A customer-centric strategy goes beyond simply providing services. It means putting yourself in the customer's perspective to develop a deeper understanding of their challenges and expectations. This enables companies to create innovative solutions that not only meet current needs but also add value.
Conclusion
In the digital transformation of the logistics industry, customer analysis is the key to success. By using the right tools, companies can optimally align their services to the needs of their customers and position themselves sustainably in the competition.
Do you have further questions about the tools presented for customer analysis in the logistics industry or do you need support with a specific project? I would be happy to help you via the contact form or by email at olga.brumnik@beecon.digital.
References
Marketinginstitut.biz (2019) https://www.marketinginstitut.biz/blog/persona/
Osterwalder, A., & Pigneur, Y. (2014). Value Proposition Design: How to Create Products and Services Customers Want. Wiley.
Temkin, B. D. (2010). Mapping the customer journey. Forrester Research, 3, 20.
Comments