How Did We Explore the Amica Customer Journey?
This article was reviewed and updated on December 13th, 2023
Amica approached e-point for the purpose of researching and mapping the Customer Journey, creating a model to measure Customer Experience and developing a list of initiatives to improve their actual experience.
The main benefit for this goal was to better allocate marketing activities and improve the consumer processes: before, during and after the purchase.
About Amica
Amica is Poland's largest manufacturer of household appliances. More than half of Polish homes have products with its logo. Consistent improvement of the technological solutions in a stylish form means that today 70% of the company's revenue is generated in more than 50 foreign markets.
The Customer Journey is a Key to Achieving the Ultimate Customer Experience
A knowledge of consumer preferences and behaviors determines brand development. Therefore, the main purpose in this project was to study the purchase path for buyers of household appliances.
"As a manufacturer of household appliances, we operate exclusively in a B2B model - we do not sell our products directly. Despite this - and in order to meet the needs of Polish consumers - we have set ourselves the goal of delivering the best Customer Experience by focusing primarily on digital touchpoints".
Customer Journey Research in the Middle of Pandemic
The project began at a peculiar moment - at the beginning of the COVID-19 pandemic. The situation forced us to use all available digital tools to allow the transition to a remote working model that would not noticeably affect the comfort and the quality of the work.
"Despite the difficult situation caused by the pandemic, we have managed to achieve our goals thanks to our flexible approach, many years of experience in our workshop and design efforts and our successful partnership with Amica".
From the customer's perspective, this gave Amica an advantage - the research provided insight into what the purchasing process and customer journey looks like under these new conditions The increased role of the Internet in gaining information and making purchases is a trend that has gained momentum, and has resulted in a natural focus of B2B companies on online activities.
"This research project is our starting point for further work on implementing innovative digital solutions to improve the shopping experience of our customers. By knowing what they expect, we can choose the right tools, eliminating the risk of error".