Creating a Roadmap Using our Strategic Devshop Method
- Our client - a global financial services company - had identified their target segments for individual markets but the customer journey mapping was developed for general customers and lacked understanding around the similarities and differences between the 3 target customer segments and their perception about their ideal customer journey.

- The objective of the DevShop was to discuss and prioritize the opportunities surfaced through 40 in-depth interviews with customers across Canada and leverage insights to better equip advisors to serve business owners.
- This led to the creation of a tear-out action plan document that was then socialized across the organization.


Author: Stephan Sigaud
Stephan Sigaud, MBA, is Phase 5’s Chief Marketing Officer. Stephan is passionate about partnering with clients to address their challenges and opportunities around customer centricity. He has more than 25 years’ experience in Market Research and Customer Loyalty and Experience. A past Board Director of the Insights Association, he has also been volunteering with the Customer Experience Professionals Association (as past Chair of the CXPA Toronto Network) and the Canadian Marketing Association (as member of the Leaders Network and past co-Chair of the CMA CX Council).