Solutions - Customer Experience & Journey Mapping

Delivering User Insights and Brand Strategy for a State Energy Efficiency Financing Program

The Challenge

The client, an energy efficiency financing program, wanted to address the opportunities and challenges for their state-funded brand. Challenges included developing an in-depth understanding of the customer types in the energy efficiency upgrade and financing journey (across residential and small-business decision-makers) and identifing how barriers and motivators aligned and differed across residential and business users.

The Solution

A robust, two-phase research approach was developed. The first phase involved in-depth interviews with small businesses and residential households about their energy efficiency journey. Simultaneously, key stakeholders from the client’s organization were intereviewed in order to establish strategic objectives, review existing marketing plans, and understand available resources. A 15-minute survey follwed, engaging small businesses and residential energy upgrade decision-makers to validate insights gleaned from previous phases.

The Outcome

The outcomes of this research shined a valuable light on the plus and pain points of current marketing initiatives, delivering data-driven strategic recommendations for the client and their creative agency partners to prioritize when collaborating on a new brand strategy.

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