“Are your customers shaping your strategy?” asks John O’Neill, Managing Director of Komosion.
They should. It’s amazing what we learn when we put ourselves in our customers’ shoes. When we take their journey, we discover their pleasure. We feel their pain. We reveal opportunities for new ways of connecting with them and meeting their needs. We listen and we learn.
How understanding the customer journey led to the Aurora App
In September 2012, Komosion worked with the NSW Department of Family and Community Services (FACS) to create a smartphone app that helps victims in a cycle of domestic violence access information and services, and get help in an emergency.
To deliver a digital solution that would increase awareness of the issues related to domestic violence, and help those experiencing abuse first hand, we first had to map and understand the journeys of domestic violence victims. However our “customers” in this instance were victims of abuse so we could not talk directly with them. Instead we facilitated focus groups with those closest to the issue: police and women’s refuge workers. Through their deep knowledge of the issue, Komosion was able to establish a typical abuse cycle and identify the stages our solution would be of most assistance.
Knowledge: What customer journey mapping told us
We discovered victims often flee a situation with only their immediate personal belongings, including their mobile. We also learnt domestic violence is often hidden, and victims feel a sense of shame and are too scared to talk to those close to them or access support services. As a result we recommended a mobile app with a discreet design which offered users ability to seek help privately, not be easily detected by their abuser, and to be easily used by victims in circumstances of duress.
Only through mapping this journey could we have empathy for, and create such a unique and powerful solution for our audience.
Importantly the app was well received into the market, downloaded 1,200 times in the first month: the equivalent of 66% of average monthly callers. It has received positive feedback from the NSW Police Force and NSW Women’s Refuge Movement, and, importantly, victims of abuse themselves.
Hear more from John O’Neill at the 2014 Government Marketing & Communications Conference, held August 6-8 at Rydges on Swanston, Carlton, Melbourne. Click here to register.
The Australian Marketing Institute gratefully acknowledges the support of the 2014 Government Marketing & Communications Conference Sponsors.