FINIS Core Customer Research

Objective
Determine FINIS' core customers, illustrate and publish a customer journey map, and generate specific company-wide actions to improve the customer experience and drive revenue. 

Solution
I was responsible for leading a team of 10 Marketing and Product Development specialists that researched and developed personas for each of FINIS’ core customers. 

We began the project by creating an action plan that guided the team through the necessary steps. I led a semi-monthly team meeting focused on gathering existing knowledge, conducting sentiment analysis, generating a public survey, identifying research highlights, and creating buyer personas. This effort resulted in better identification and targeting of sales to our core customer groups.