Griffith Foods is a product development partner for the food market, supplying sauces, dressings and more. Improving customer experience is one of their priorities and they turned to GROUP7 for help.
In this project Griffith Foods wanted to provide more value to snack manufacturers, using automation of some of the personal interactions. They would like to have a better understanding of the needs and expectations at the different steps of the purchasing process by mapping the customer journey of a snack manufacturer looking for a flavor enhancer for a new product development. This will help them provide the right information at the right time while focusing their resources on the phases where they can have a greater impact on their customers. An important part was to describe in detail which systems are needed to implement and monitor the customer journey.
Griffith wanted to look at the current interactions they were having with their customers, both digital and in-person, to find out if there were any missing touchpoints where they could add value in the customer journey. They also looked critically at the parts of the customer journey where they currently have contact moments, which may not have been as effective. In short, we were looking for a way to be more effective in providing an excellent customer experience.
“The challenge was that we already have a way of working and it is difficult to move away from it. We want to look from the customer’s perspective, without being influenced by our own current way of working. We believed it would be beneficial to have an external agency collaborate with us on this project. In addition, we were looking for someone with experience in marketing automation systems and e-commerce, as we have no experience with these internally,” says Laura Rovira, digital marketing specialist at Griffith Foods Europe.
First we organized workshops to bring together all internal knowledge about snack manufacturers. There is already a lot of knowledge of the market in sales, marketing, customer service, culinary, etc. With these insights, we interviewed GROUP7 customers to validate the assumptions and supplement missing information about the buyer profiles and decision-making process. We asked questions about the various steps taken in a new development to map the customer journey from a customer perspective. Ultimately, the desired customer journey was designed together. Including the steps taken by customers, actions and system requirements that Griffith needs to deliver added value per step.
“With the work we have done, we have now gained a better understanding of snack manufacturers’ new product development process and what is important to them. The project showed us what CRM functionalities are needed, and this allows us to evaluate the different marketing automation systems and choose the one that is most useful to us, allowing us to implement the customer experience we have designed”, Laura shares with us.
“I liked that we had a number of co-creation sessions where the output was shared. It was not GROUP7 that provided standalone advice based on the output, we worked on it together”