The challenge: not just promoting customer centricity, but embedding it in everyday work
The Haufe brand is part of the Haufe Group, a leading B2B provider of integrated business and workplace solutions. The family-owned company, based in Freiburg im Breisgau, is broadly positioned to support its customers on their way into the future with legally sound content, innovative software and well-founded training opportunities.
Within the Haufe Group, the Haufe brand stands for modern HR and business solutions. But who exactly are the users of these offerings? What needs do they have, emotional and functional? And how can these insights be built into the marketing strategy and user communication in a targeted way?
Until then, marketing had run isolated analyses, but there was no overarching, systematically usable strategy and knowledge base on target group needs. Haufe therefore looked for an experienced partner to break down silos, turn isolated measures into a consistent customer centricity strategy and establish a sustainable, user-centric company culture.
The solution: customer centricity as a strategic tool in marketing
To build a deep understanding of customer needs along the customer journey, we relied on a proven mix of methods from behavioral design and user research. Two key guidelines led us through the project:
Understanding customer needs:
Analysis of users' emotional and functional needs.
Analyzing customer experiences:
Identifying relevant optimization potential at touchpoints.
Intensive persona and interview formats, combined with interactive workshops, were at the center. The result: marketing and adjacent teams built a shared understanding of the target groups and used it to develop concrete measures and test ideas. This participatory approach created awareness and active involvement, which was the key to real change.
