Background and Challenges

As a global export company, our client felt the need to get a better understanding of their customers across their different customer segments and markets.  They felt unsure if they were serving their customers to their best ability, if the customers behavior had changed during the last years and what opportunities and threats they should act on. They chose to utilize their trusted partner Shift Actions.

Solution and Outcomes

During a twelve-week project, Shift Actions was tasked with capturing and mapping out customer insights in customer journeys for four different customer segments. Through customer and stakeholder interviews Shift Actions created journeys in form of detailed descriptions that captures customer behaviour, what needs, and challenges customers face when evaluating new suppliers and solutions.

Through detailed customer journeys the client was enabled to understand the customers, evaluate their own performance and understand how to improve the business from a customer perspective. Based on this work the management team were able to take action on identified key strategic opportunities and threats.


  • Detailed understanding of customer behavior, challenges and needs
  • Company performance evaluated when serving the customer, where they are meeting customer expectations and where they are far off
  • Identified key strategic themes, opportunities and threats to act on