Hager

Client: Hager
Industry: Craftmanship

port-neo Services: Persona development, customer journey development, Customer Journey, CX consulting, strategic consulting, gap analysis, conception, content strategy, workshops, UX audit, data audit

Understanding electricians internationally

In order to better understand their target group (electrical installers in 1- to 19-person companies) in the future and approach them communicatively, Hager invited tenders for the development of their persona and customer journey.
port-neo impressed with a very well-founded and number-driven approach consisting of target group interviews, stakeholder workshops, UX and data audits as well as an international online survey across 6 countries, which ultimately led to the goal: a complete persona profile with specific sub-profiles and a customer journey that maps the challenges, needs and behaviors of the international target group at different levels of granularity – with a Europe-wide impact for the provider of electrical installations.

facts and figures

360

installers participated in an online survey conducted across six countries

is the average age of electrical installers in Europe.

40%

of electrical installers in Europe are soletraders

An established name in the electrical industry: Driven by the invisible energy of electricity, Hager has been shaping the market for over 65 years with its sustainable products, solutions and services for residential and commercial buildings. Quality, safety, innovation and technology play the key roles here – for tradesmen and partners alike. Its success is proven by 3,000 active patents, over 18,000 products, 22 production sites and 13,000 employees around the world as well as a turnover of 3.1 billion euros.

„What convinced us about port-neo's approach was that it was not a 'gut decision', but a very structured, well-founded and consistently data-based approach.“

Aurelie LaskiCustomer Centricity & Experience Manager Digital Marketing & Customer Experience

Challenge

Global Persona for heterogeneous Target Group

A major need for all companies: Understanding their target groups correctly. Although Hager had an existing persona, it had not been up-to-date or realistic for a long time. This is why a new one had to be created that reflected all challenges, needs and behaviors – ideally one that could be used globally for all international markets. Not an easy task, considering the heterogenity of the target group in terms of work context, country specifics and digital behavior.

Holistic Approach via
Interviews and Workshops

In order to meet these challenges, we opted for a step-by-step approach and efficient market research to approach the task. With the help of qualitative interviews with small installers – e.g. in France or the Netherlands – online surveys in 6 European countries (Germany, France, Poland, Sweden, Spain and the UK), workshops with Hager’s key stakeholders as well as a UX and data audit, we identified the biggest similarities, but also country-specific differences. This resulted in a global persona with 2 sub-persona characteristics differentiation “the conservative” and “the progressive”, in terms of age structure, degree of innovation in projects, risk and digital affinity and other criteria.

Customer journey with clear insights into installer needs and touchpoints

From the insights gained, we developed a well-founded Customer Journey that provides deep insights into the challenges, needs, behaviors, and touchpoints of installers across the different phases of the Customer Journey. This foundation enables the development of focused strategies and the improvement of the overall customer experience.

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