Designing the digital marketing strategy of Schréder for improving the website customer experience via a digital portal.

Abstract

Customer satisfaction has always been an important criterion for both customers and for companies themselves. In the increasingly competitive market that constitute lighting companies, it has become critical to study how to satisfy and understand customers’ needs since these are considered as key during the buying process. This document examines the need for an international company to implement a customer portal. This work provides an analysis, a proposal of solutions and recommendations for Schréder's project to implement a digital portal in order to improve the website customer experience.

The research for this project was carried out on the basis of fourteen in-depth interviews and a seminar involving several stakeholders as primary data and also literature research as second data. The project started by understanding the need for the portal and its consequences on the customer experience. After that, the project consists in assessing current customers’ needs and interests. During this research part, it has been noticed that the target is ready to accept and understand the benefits of such a project and thanks to this affirmation, the portal will be implemented and will show positive engagement and interest. During the study of the interviews conducted, I observed the opportunities and risks associated with the implementation of the digital portal. This technology has grown considerably and is changing the relationship between the customer and the company.

The creation of a customer portal on Schréder’s website will allow customers to have access to documents and tools of interest for them but also to communicate easily with the company, so that the customer experience is improved. Five different types of persona are targeted: city mayors, architects, design offices, lighting operators and technical buyers. The services that would be proposed in the portal would be to make searches in an easy way, to be able to configure a product and receive a quote following this configuration, to be able to have access to projects in progress but also those already realized. In addition, the customer will also be able to track a realized order. This customer survey also makes it possible to propose concrete interventions to implement the customer portal while mentioning that each person has specific needs and that these must be considered. This research will also show how the implementation of the project can represent a long-term benefit for the company.