Customer journey mapping for an Enterprise expense solutions provider

The Challenge

Our client a major expense card provider to larger enterprises wanted to better understand the decision-making process in Enterprise level organisations for expense cards for employees to help them expand beyond their core offering of fuel cards into other business expense territories.

Our client was launching a new product to sit alongside their fuel expense solution., and needed to understand the decision-making process around expense solutions in order to shape their marketing and identify a target market for their new product.

Our Approach

We conducted a substantial programme of IDIs with a wide range of different exes across a diverse type of businesses in UK. We specifically targeted C-suite execs across a range of different departments including Fuel Managers, Operations Leads, CFO, COO and CTO.

Given the high-profile nature of the audience an individual approach was necessary. One of the objectives was to understand the different dynamics between departments and where their motivations and priorities may be in conflict. Alongside this, the nature of the questions we were asking was highly sensitive as we needed to understand the processes and priorities of these organisations, and where they experiencing challenges and pressures. 

Over 60 IDIs were conducted with senior decision makers across a range of different business sectors

The Outcome

The research enabled us to create several journey maps for the different types of organisations. On these we were able to plot these journeys and the major touchpoints and influences at each stage.

Throughout the process we worked closely with the client’s marketing agency to help define the correct messaging for these different groups and how to leverage the brands strengths in other sections of the business

At the end of the process the client successfully launched a range of new expense solutions for large and enterprise businesses.