SC_ExIn_Buyer Journey Mapping_SAMPLE
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Savers Persona Investments PersonaBalanced Persona
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Life ObligationsMany consumers in this cluster take a conservative approach to manage their finances. They believe in saving money and preparing for the future. Leisure pursuits tend to be on the conservative side, too, with Sodoku puzzles, art galleries and shows, book clubs and home decorating all on the agenda. Members tend to be active in politics, fundraising and civic activities. While they might use the internet for shopping and information, members don't feel that it is a good way to meet new people.While these consumers are not intimidated by stock market risks they also appreciate back-to-basics investments in gold, precious metals or gems. This enjoy physical fitness and coffee, reading, photography, refinishing furniture and baking. Many are active on church boards. Tablets are a great way for members to access the internet to read product reviews, compare prices, shop, make travel plans and pay bills.These careful consumers take advantage of online shopping, but they read reviews before making a purchase - and they know how much money they have in the bank at any given time. They use online video conferencing tools and would feel disconnected without internet access. They know how to effectively engage with the world around them.
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Feelings- Do not feel overwhelmed by financial burdens
- Save regularly
- Not intimidated by stock market risk
- Log-in bankers
- Do not feel overwhelmed by financial burdens
- not intimidated by stock market risk
- Log-in Bankers
- Tend to know account balance
- Phonein Bankers
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Financial Products- 529 college savings plan
- US treasury notes
- Privately held shares of companies or partnerships
acquired life insurance with John Hancock in Last 12 months
- Homeowners or personal property insurance with Chubb
- Mutual funds in Invesco
- Own exchange traded funds (ETFs)
- Own investments in gold, precious metals or gems
- Amica vehicle insurance
- SBLI life insurance
- Charles Schwab Brokerage Firm
- Own City / Municipal or State Bonds
- SafeAuto vehicle insurance
- USAA life insurance
- Kaiser permanente medical insurance
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Shopping- Influential consumer on:
-- Business Travel
-- Real Estate
-- Politics
-- Parenting
- Use internet to buy hard-to-find products
- Influential consumer on:
-- Physical fitness
-- Coffee
-- Finance/Investment
- Read online reviews before online purchase
- Compare prices across sites before online purchase
- Influential consumer on:
-- Fashio, shoes
-- Business Travel
-- Photography
- Read online reviews before online purchase
- Use internet to buy hard-to-find products
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Travel- Domestic travel, skiing
- Foreign travel in Scandinavia
- Elite members of Southwest Rapid Rewards
- Midwest Airlines for domestic travel
- Foreign travel to Middle East
- Elite members of Southwest Rapid Rewards
- Domestic travel, visit health spa / retreat
- Alaska Airlines for domestic travel
- Foreign travel to Bermuda
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Auto - Volvo V60
- Dodge Journey
- Cadillac Fleetwood/Brougham
- Chevprelet C3500 Truck
- Honda Ridgeline
- Nissan 37OZ
- Jaguar XF
- Kia Optima
- Scion xA
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Digital / Online- Fiber optic service at home
- Obtained financial information online
- Use iPad or other tablet
- Verizon online
- Don't feel internet is a good way to meet new people
- Cable modem at home
- Made travel plans online
- Paid bills online
- Use iPad or other tablet
- Internet is a great way to learn about products before purchase
- Fiber optic service at home
- Skype
- Obtained real estate information online
- Earthlink
- Would feel disconnected without internet
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Interests- Published writing
- Members of country clubs
- Educational contributions
- Civic advocates
- Engaged in fundraising
- Served on committee for local organization
- Published writing
- Members of business clubs
- Social services contributions
- Member of church board
- Like to learn about forgein cultures
- Have made a public speech
- Have engaged in fundraising
- Members of school or college board
- Contribute to NPR
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Activities- Attend art galleries or shows
- Book club
- Home decorations and furnishing
- Museums
- Sodoku puzzles
- Attend country music performances
- Baking
- Book club
- Refinish furnature
- Photography
- Attend art galleries or shows
- Baking
- Board games
- Go to beach
- Entertain friends or relatives at home
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Services NeededHELOC ; Home mortgage ; WM / CD / Holistic Financial Planning ; Business Owner ; Autonomy, Resilience, Freedom ; Full service brokerage firm Loan Consolidation ; Home mortgage ; HELOC ; WM / CD / Holistic Financial Planning ; Business Owner ; Autonomy, Resilience, Freedom ; Full service brokerage firm Holistic financial planning ; Autonomy, Resilience, Freedom
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Life CharacteristicsHome value $500,000+, Income $120,000, graduate school (28%), college (39%), High School (33%) ; use brokerage service firm ; own stock and mutual funds, 401K, HELOC, home mortgage ; mean age 56 ; no children present (50%) , teens (40%) ; married (81%); Work: Professional/technical (52%), Admin/management (95), clerical white collar (14%)Home value $300,000 - $499,000 ; Income $75-119,999 ; Have: CD,home mortgage, HELOC, brokerage firm, own stock and mutual funds; Mean age 55 ; no children present (50%) , teens (55%) ; Work: professional/technical (43%), Clerical white collar (15%), Admin/mngmt (11%), craftsman blue collar (11%) ; HS (37%), college (38%), graduate (25%)Home value $300,000 - $499,000 ; income $75-119,999 ; High school (65%), some college (28%) ; Have: Online banking, online brokerage firm ; Mean age 50 ; no children present (68%) , some teens (20%) ; Single (56%); Work: professional/technical (34%), clerical white collar (23%), craftsman blue collar (15%);
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Buying Channel PreferencePhone - Mail - Internet (98% mail order responsive)Phone - Mail - Internet (98% mail order responsive)Heavy internet - Phone - Mail (59% Mail order responsive )
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Questions / DoubtsCan a CU offer the same products / services as my bank? Can I trust the expertise of a CU? How difficult is it to switch my account(s)? What are the benefits of financial planning support? Why do I need your services? How can a CU help me prepare for the future and unexpected events?Can a CU offer the same products / services as my bank? Can I trust the expertise of a CU? How difficult is it to switch my account(s)? What are the benefits of financial planning support? Why do I need your services? How can a CU help me prepare for the future and unexpected events?Can a CU offer the same products / services as my bank? Why should I consider financial planning services? What online options do you offer? Can I trust your expertise? Do you have online banking options and customer support?
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Key ThemesResilience and autonomy focused. Weathering the storm and 'my money, my way' ; upgrade without financial worry ; Strong financial foundation ; Planning partnerResilience and autonomy focused. Weathering the storm and 'my money, my way' ; upgrade without financial worry ; loan consolidation support ; Strong financial foundation ; Planning partnerResilience, autonomy, freedom focused. "My money, my way" ; Upgrade without financial worry ; Strong financial foundation ; Planning partner
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RecommendationsTransfer CD to holistic financial planning ; financial security ; Transfer CD to holistic financial planning ; financial security ; loan consolidation / home mortgageOnline banking and ; financial freedom ; plan for the unexpected
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Awareness MessageEnsuring your financial future is in order ; Let's start the conversation, in person ; Benefits of Choosing a CU over a Traditional Bank ; How to Invest Money with Confidence and A CU ; Smart Money Moves for New Car Owners ; Critical Steps to Reach Financial FreedomEnsuring your financial future is in order ; Let's start the conversation, in person ; Benefits of Choosing a CU over a Traditional Bank ; How to Invest Money with Confidence and A CU ; Smart Money Moves for New Car Owners ; Let's bring it all together, together ; How Loan Consolidation Can Save You Money Ensuring your financial house is in order ; Empower your financial freedom ; Effective estate planning to help you weather the financial storm ; Critical Steps to Reach Financial Freedom ; The Benefits of Choosing a CU Over a Traditional Bank ; How to Invest Money with Confidence and a CU
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Consideration MessageWhy Holistic Financial Planning is the Right Choice for You; How to Get the Most Out of Your Money with a CU Partner ; Smart Money Habits To Build Your Wealth ; How to Build a Strong Financial FoundationWhy Holistic Financial Planning is the Right Choice for You ; How to Get the Most Out of Your Money with a CU Partner ; Smart Money Habits To Build Your Wealth ; Start Smart with the Right Home Mortgage Lender ; Ease of access ; Simplify and save ; How to Build a Strong Financial FoundationHow to Get the Most Out of Your Money with a CU Partner ; What financial freedom can look like - do the things you want, when you want ; Habits That Will Save You Money Each Month ; Strategies for Financial Freedom ; How to Build a Strong Financial Foundation
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Decision MessageTalk one on one with a CU representative today -- and you'll see the difference / to gain financial freedom / to get your future finances on trackTalk one on one with a CU representative today -- and you'll see the difference / to gain financial freedom / to get your future finances on track / to get the right home mortgage for youTalk one on one with a CU representative today -- and you'll see the difference / to access online banking and support to meet you where you want, when you want
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Loylaty Loop (opportunities for growth / advocacy)Referral program ; Ongoing product line information / upsells (additional services based on segmentation, current product lines, etc.)Referral program ; Ongoing product line information / upsells (additional services based on segmentation, current product lines, etc.)Referral program ; Ongoing product line information / upsells (additional services based on segmentation, current product lines, etc.)
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