Reflection – Mind Mapping – Johnny Bryant

Challenge

Being a  marketing professional in Telecommunications, I’m currently in charge of my company’s B2B  Customers’ Segment Marketing. My primary focus being the strategic management of mobile data  products, I aim to increase the market penetration, usage and revenue. Therefore I specified my  challenge as improving the digital data package buying experience of  B2B line users through our  mobile app, Digital Operator to accumulate incremental revenue and higher EBITDA. The Core  Project group consists of 16 stakeholders from different departments within the company, including  Sales, Marketing, Customer Experience, IT and Call Center.  In 20 business days we will expose the  main pain points preventing B2B users from buying online data packages to determine the optimum  digital buying experience as a result.

Selection

Mind Mapping is the most suitable approach to narrow down the pain points in our customers’  minds effectively with limited resources because our B2B customer database is very diversified  including 2,5 mio users with differing personas. Since our group has conducted etnographic  interviews and collected customer diaries to this specific database beforehand, mind mapping is the  appropriate design tool to explore “patterns and insights in this large quantity of data creatively” as  Josephine Aguero from  Darden explains.

Application

As mentioned before our group had massive data including etnographic interviews and customer  diaries. I divided the Project group into 4 groups of 4 stakeholders each. The first task was to write  down the most critical customer feedbacks mentioned in the interviews onto post-its. Then each  group put the post-its on the relevant stage of the B2B customer buying journey map, including the  outliers. After combining all of the feedbacks that seemed crucial to the stakeholders, we combined  the similar ones to simplify. Then the groups identified the insights related to each stage on the  customer journey map considering the clustered ideas. While forming the insights we included the  specific persona, what he/she needs & wants as a result and what his/her the current situation is and  what the main obstacle is. An insight statemet example is; The big company professional Andy want  to be able to use more mobile data for his personal causes via his corporate line but he should fit in  the package his company determined for him and he can not but additional packages on his  corporate line by his own decision. When we listed all the insights from the clusters the mind  mapping was complete.

Insight

The mind mapping approach worked very effectively because our “what is” question implied  understanding all of the current stages in the customer journey map of B2B customers digital  package buying experience. Since the stages and the customer personas differed dramatically, mind  mapping worked very well to organize the cluster of ideas, choose the most critical ones and form  the relevant insight sentences.

Approach

With the gathered mass of information of the diverse data base of customers I would use mind  mapping to narrow the pain points to the most crucial ones because it’s the most effective and  resource saving method. However, I would combine the method with visualization to better

comprehend the customer point of view, to see the customers mind more clearly. I believe Mind  mapping will be a more creative process with  imagery, color and visual expressions.

