GWM Water Customer Profiling

In collaboration with Bartley Consulting, we worked on a project for Grampians Wimmera Mallee Water (GWM Water) to inform their understanding of customers and how to engage with them. Following analysis of data and insights from various sources, Bartley Consulting identified seven customer segments from around 48,000 customers.

Stanford Marketing then developed a customer persona to represent each segment, aligned customer expectations and touchpoints with key messages and mapped the customer journey and life-cycle.

Our work involved selecting representative images and writing stories to illustrate each segment and bring the customer “to life”. Each customer journey was visually represented with pain points, customer experience, emotion and opportunities for service improvement. The visual narrative for each customer journey was illustrated with icons to reinforce the experience at each stage.