Customer understanding that reaches everyday work
Customer centricity: How your team learns to decide from the customer's perspective
Many companies know a lot about their customers. Day to day, opinion, hierarchy, and gut feeling still decide. We make customer understanding a routine. Your team researches motives, tests hypotheses, and decides based on the results.
Customer centricity
Testing culture
Jobs to be Done
Enabling
Knowing alone doesn't change a decision
Why customer centricity so often stays stuck in the presentation
Almost every company has personas, surveys, and journey maps. They often sit in a folder. In the next prioritization round, the loudest voice wins again. Customer knowledge only works once it is built into the processes where decisions get made.
That is why we combine two things. With interviews, Jobs to be Done, and consumer psychology, we find out what drives your customers and what holds them back. This produces hypotheses that your team tests with A/B tests. Every test shows whether an assumption about the customer is right. That turns customer understanding into a testing culture that keeps running without us. At Haufe, the teams now work with the personas every day. Of 33 tests, 52% were successful.
Sound familiar?
The questions we hear in almost every customer centricity project
Many teams want to work in a customer-centric way and don't know where to start.
What brings people to our website, and what do they want to accomplish there?
How far is our internal view from our customers' view?
How does customer feedback reach product, marketing, and service?
How do we measure whether we are becoming more customer-centric?
How do we build a testing culture that keeps running without outside help?
What changes for you
What customer centricity with konversionsKRAFT gives you
Decisions based on customer knowledge
Priorities follow what drives customers. Discussions driven by opinion and hierarchy get shorter.
More winning tests
Hypotheses built on real purchase motives hit more often. At freenet, two thirds of the tests were successful.
A team that keeps going on its own
We build knowledge and routines in your team. In the end, your team runs the program itself, and we step back gradually.
An edge over the competition
If you know your customers' purchase motives, you argue differently than your competitors do. That reduces dependence on price.
Case Studies
What customer understanding achieves, from our projects
B2B softwareCustomer centricity
+€5.2 million
Revenue
Personas that get used in daily work instead of sitting in a folder.
Personas and jobs to be done led to 33 tests with a 52% success rate. That made customer centricity part of the daily work.
TelecommunicationsConversion optimization
+30%
more orders, cumulative
Two thirds of all tests successful, with a success guarantee.
A proof of concept with uplift targets agreed in advance proved the value of experimentation. Today freenet runs the program itself.
Conversion optimization
+€44.88 million
Net revenue in three years
Customers preferred buying in the store. That became a test.
A Motivation Lab showed why customers hesitate in the shop. From that grew a program of 50 to 60 experiments a year.
D2CCustomer centricity
7 jobs
Purchase motives built into the product
Seven purchase motives that reached all the way into the packaging.
Ten jobs-to-be-done interviews revealed what turns first-time buyers into repeat customers. air up used the results in shop, product, and service.
Your roadmap to a customer-centric testing culture
What you get, specifically
From the first customer study to a team that tests on its own.
Customer research with interviews and synthetic users
We run interviews and onsite surveys and analyze the customer journey. We also survey synthetic users that our partner qlaris calibrates with real customer data. That lets you check new questions quickly up front and see which motives drive your customers and where they drop off.
Emotional personas
We turn the results into personas your team can work with every day. They show motives, barriers, and expectations in plain language.
Ideas and tests from customer motives
Ideation workshops produce hypotheses based on Behavior Patterns. We test the best ones with an A/B test or in a design sprint with real users.
Enabling for your team
We set up processes, roles, and metrics for your own testing program and train your team. After that, your team runs the program itself.
Want to anchor customer centricity in your team?
André Morys
CEO
Get in touch
Talk to us about customer centricity
Send us a no-obligation inquiry. We'll get back to you within 48 hours.