Helping NortonLifeLock (formerly Symantec) Navigate Change by Developing A Deeper Understanding of its Customer Journeys
The Challenge
As Symantec was evolving into NortonLifeLock, the new entity was interested in improving the experience its customers had during their onboarding experience. Specifically, NortonLifeLock wanted to learn:
- What is the customer journey from purchase to “stead state”?
- What are the key “moments that matter” and where/when do they occur?
- Where are the friction points in the journey, and how can they be resolved, addresses or minimized?
- How do customers feel and what are they thinking as they go through these journeys?
- How can NortonLifeLock reduce friction and negative emotions throughout the experiences?
- How to measure and manage the customer journey and to improve its effectiveness from both a customer and NortonLifeLock perspective?
The Solution
To help NortonLifeLock build a deeper understanding of its customer journeys, Gold Research proposed the following key journey steps for a deep evaluation:
- Triggers that catalyze need to add identity or device protection/security
- Brand awareness and consideration
- Evaluation and decision criteria
- Decision-making process
- Search and sign-up process
- Download, installation, and configuration processes
- Product usage
As part of this engagement, Gold Research deployed its journey mapping solution to provide the customer understanding and knowledge necessary to develop new customer insights and inform CX strategy decisions.
All planned research was developed and executed within 90 days.
The Results
As a result of this work, Norton LifeLock received three key components critical to its game-changing strategy:
- End-to-end customer journey insights and decision points – our end-to-end customer journey research approaches captured the required insights for the onboarding journey that a single-step assessment could not provide. This helped identify the critical points of the journey that will allow customers to quickly set up and protected as well as uncovering the brand value / revenue leakage and the key drivers of the leakage.
- Holistic qualitative and quantitative analytics based on the deep and collective views of different types of customers at the various stages of the journey. This provided NortonLifeLock the ability to target key messages to different participants throughout the journey to proactively impact their experience with the NortonLifeLock brand.
- Customized journey maps by type of journey path that will be used during marketing presentations and messaging copy. The customer journey maps that were delivered provided NortonLifeLock a more engaging medium for communication key findings across the organization and helped link end-to-end actions for cross-departmental engagement.
Testimonial:
I led the hiring of Gold Research and also worked closely with the Gold Research team on this important customer journey project. Right from the start, I liked everything about Gold Research’s execution – from building upon our existing research base in a complementary—but not duplicative, manner, to developing a custom research approach, complete with deep qualitative discussions and quantitative surveys. This helped us to capture a full-view of the customer journey experience as well as identify longitudinal data and insights.
I was impressed with the value we received from our partnership with Gold Research. I enjoyed working with Nitin, Greg, and the Gold Research team. They were very flexible and were open to making adjustments along the way to accommodate changing business conditions. They have my unequivocal recommendation for anybody looking to better understand and optimize their customer experiences.
– Stephen Graham, Principal Product Manager, Customer Experience, NortonLifeLock
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