Customer journey Video on Demand users: how to get them more targeted to your platform?
With Video on Demand (VOD), the ability to watch a program, movie or video anytime, anywhere and on multiple devices is a must. Almost everyone uses VoD at some point and the number of providers is also increasing. In a customer journey study we looked at what content is relevant at what time of day (and/or year) and how providers can best bring this to the attention of the right people. As a provider, how can you get users to spend more time on your platform and thus occupy a preferred (top-of-mind) position as a platform?
Challenge
Community research: mapping the lifeworld of VOD viewers
Within a Research Community, we mapped the VOD customer journey that takes place off platforms for our client. To get a picture of what the customer journey looks like from the moment people start thinking about content they want to watch to the moment they actually start watching it. In the customer journey we also included the period after people have used a VOD platform. We looked across platforms and included the platforms of multiple providers.
Vision
Solution
Community research had the following benefits in this project:
Following many users over a period of time:
With this method, it is easy to track many users over a longer period of time, measuring real behavior rather than asking about behavior. In this way, moments and behaviors also emerge that may not come up spontaneously when you ask about them at a particular time.
Be able to submit media statements and have them uploaded themselves:
The interactive nature of the tool gave us the opportunity to present different messages and expressions and engage in conversation about them with the target audience. Participants themselves were also able to upload photos and videos of their experiences. Among other things, we asked participants to upload attractive advertisements from VOD platforms.
Adjustments during the study:
An additional advantage of community research is that you can work agile and make adjustments during the research. During the research we regularly discussed with the client what we had learned so far, where opportunities lay and what new questions this knowledge raised.
Four different customer journeys
Prior to the research, our client had already provided four personas by which they segment the Dutch population on a certain lifestyle. For this study, we used these personas as a basis for selecting participants. This means that during recruitment we made sure that we had about the same number of participants of each persona in the community. In addition, during the analysis we looked at the differences per persona and mapped out the corresponding customer journey for each persona.
Result
Outcomes customer journey research
For the customer journeys, the experiences and needs of the different target groups regarding VOD content viewing are the basis. For each step we looked at what people do, what needs are involved and which triggers and channels are important. The results of the research provide insight into the moments, channels and messages that the different target groups experience as pleasant and attractive. Our research also provided insights into participants' motivations for choosing certain VOD platforms and programs and the image most participants have of VOD platforms. Together, these insights give our client several starting points to start communicating in a more targeted way and thus become more top-of-mind.
case
Useful use of outcomes
As a result of the customer journey we made, more targeted promotions were immediately sent out to VOD users. We also invited some members of the community to participate in a brainstorming session, where they contributed ideas based on their own needs. Something the client's employees were very enthusiastic about.
Read more about our approach to customer journey research here
Featured
expertise
Customer Experience
Excelling in customer experience? It starts with effective research
Wondering if we can do something for you?
