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Uncover Deep Insights by Using a Community for Customer Journey Mapping


Odette Vlek is a Senior Researcher at Ruigrok NetPanel, a boutique Amsterdam research consulting firm. In this article she explains how they uncover deeper insights by using a research community for customer journey mapping.

The Challenge

Ruigrok NetPanel was looking for a software solution that makes customer journey mapping easier for them. “When you are looking at customer journeys, unconscious or routine behavior plays a big role.  You can get people to think and reflect on their own behavior. This enables you to uncover some very fascinating and deep insights.” says Odette.

Fortune 500 Brands

Fortune 500 brands are among the clientele of Ruigrok and this means that conversations with consumers are a big part of what Ruigrok does. Having the chance to interact and gather insights quickly is very powerful because they can quickly gauge values and understand customer feelings. The open ended nature of communities means that brands can get information they may not have initially set out to collect. Especially when these communities are using for customer journey mapping.

The Solution

Ruigrok tested several tools but ultimately chose the toolset CMNTY is offering. “The thing that really stood out to us was that CMNTY offers a really high quality product. Not only did the platform have the functionality we were looking for, but we could tell that your team put a lot of thought into the tools — they are really innovative.”

Customer Journey Mapping: Innovation Driven

Odette continues: “We know, from how varied and comprehensive the offering is, CMNTY spends time looking closely at the market to build software that will help drive our research. Ultimately, we feel that by using CMNTY we provide the best, most innovative community solution to our own clients.”

Deep Insights - Customer journey mapping

The Results

Odette prefers using communities for customer journey mapping because they allow her to inspire. “I still get surprised every time I run a community. Not only by the content, for example what people say and how open they are. But also the amount of information they share. Most of the time, members are really active right from the start. I think that when you invite people with some common background or interests, the conversations just come naturally.”


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