Case Study
International Coffee Systems Brand
CUSTOMER EXPERIENCE
Food and Beverage
Reimagining the B2B customer journey to power workplace coffee systems.
![](https://www.heartandmind.us/wp-content/uploads/2021/01/B2B-Coffee-1.jpg)
THE CHALLENGE
An opportunity existed for a leading international coffee and coffee systems brand to uncover and frame moments that can transform the Office Coffee Services (OCS) customer journey, building a greater presence for the brand and ultimately, creating a signature experience that differentiates the brand from competitive workplace offerings.
![](https://www.heartandmind.us/wp-content/uploads/2021/01/B2B-Coffee-2.jpg)
OUR STRATEGY
We worked with the brand and marketing leadership to frame the challenge and created a guiding North Star plan to support the business objectives.
Using our proprietary Customer Journey Methodology, we conducted individual in-depth interviews with customers and prospects, to better understand the human decision-making dynamics for purchasing an office beverage system. Through story-telling and aided probing, the decision maker provided a better understanding of the motivations, barriers, experiences, and influences related to the purchase of an office coffee system for their workplace.
![](https://www.heartandmind.us/wp-content/uploads/2021/01/B2B-Coffee-3.jpg)
IMPACT
Insights were distilled in a three-day onsite synthesis session, visualizing the overall customer journey and representing the milestones, influences and behaviors that help signal specific opportunities, or moments, for the brand to deliver a signature experience. Through activation work sessions, insights were brought to life, prioritizing marketing and sales initiatives to foster greater ownership of key moments and provide for greater brand differentiation.
![Primary Logo_Gradient Color](https://www.heartandmind.us/wp-content/uploads/2020/10/Primary-Logo_Gradient-Color.png)