Reflection - Mindmapping

Challenge

As a Strategy Consultant I have the assignment to merge two departments. Both departments are sales  department, serving a related but different client segment. The segmentation is based on clients  turnover. The propositions offered by the departments to their clients are different. After the  departments have been merged the company will offer one proposition to both client groups. My  assignments includes formulating the right proposition.

Selection

I selected Mindmapping and more specific creating of “personas” as a tool in the process finding the  best proposition. Although I think clients shouldn’t be clumped together in sacks and shoeboxes, this is  exactly what I will do on paper by creating personas. By creating personas I may indicate various client  groups and can take these personas leading is creating a segmentation that is not based on sec clients  turnover.

Application

Phase I

First I did desk research. Based on management information I received more insights on the current  client base of both departments. For example data like how many employees does the company have, in  which year have they been incorporated, in which sector are they operating, what are their needs, what  products do they use, what channel do they prefer to interact with my company, etcetera. Second, the  external analysis. Same questions for the entire market. Third, I compared the findings of the internal  and external analysis which gave me clear insights in the entire market and our market share.

Phase II

I organised a workshop with colleagues from the Marketing department to formulated 4 personas based  on the data collected in phase I. We tested these personas in 1 on 1 interviews and group sessions with  the account managers of both sales departments.  Finally we organised a client panel to check whether  everyone could recognize themselves in one of the personas.

Phase III

As soon as the personas were clear we organised various (client)workshops in order to formulate the  right proposition for each persona.

In the end we created one new proposition for the merged departments by offering clients a basic  product and the possibility to opt for certain add-ons based on their needs.

Insights

The tool helped me to gain insights in client segmentation and needs. Not on one characteristic (for  example turnover), but on a set of characteristics forming a persona. With these insights I was able to  come up with a new proposition that was validated by clients. And in addition, I learned that it is very  useful to validate your assumptions soon and over-and-over again by clients.

Approach

What I might do differently next time is spending less time on the desk-research. Most insights are  gained in interviews and workshops, especially the ones with clients.


Reflection - Mindmapping Challenge As a Strategy Consultant I have the assignment to merge two departments . Both departments are sales department , serving a related but different client segment . The segmentation is based on clients turnover . The propositions offered by the departments to their clients are different . After the departments have been merged the company will offer one proposition to both client groups . My assignments includes formulating the right proposition . Selection I selected Mindmapping and more specific creating of “ personas ” as a tool in the process finding the best proposition . Although I think clients should n’t be clumped together in sacks and shoeboxes , this is exactly what I will do on paper by creating personas . By creating personas I may indicate various client groups and can take these personas leading is creating a segmentation that is not based on sec clients turnover . Application Phase I First I did desk research . Based on management information I received more insights on the current client base of both departments . For example data like how many employees does the company have , in which year have they been incorporated , in which sector are they operating , what are their needs , what products do they use , what channel do they prefer to interact with my company , etcetera . Second , the external analysis . Same questions for the entire market . Third , I compared the findings of the internal and external analysis which gave me clear insights in the entire market and our market share . Phase II I organised a workshop with colleagues from the Marketing department to formulated 4 personas based on the data collected in phase I. We tested these personas in 1 on 1 interviews and group sessions with the account managers of both sales departments . Finally we organised a client panel to check whether everyone could recognize themselves in one of the personas . Phase III As soon as the personas were clear we organised various ( client)workshops in order to formulate the right proposition for each persona . In the end we created one new proposition for the merged departments by offering clients a basic product and the possibility to opt for certain add - ons based on their needs . Insights The tool helped me to gain insights in client segmentation and needs . Not on one characteristic ( for example turnover ) , but on a set of characteristics forming a persona . With these insights I was able to come up with a new proposition that was validated by clients . And in addition , I learned that it is very useful to validate your assumptions soon and over - and - over again by clients . Approach What I might do differently next time is spending less time on the desk - research . Most insights are gained in interviews and workshops , especially the ones with clients .