Research & insight.
To help define a new marketing strategy and re-launch their membership proposition, Cognition were commissioned to undertake a Customer Experience (CX) Mapping Initiative.
This sought to visualise the experience of interacting with British Triathlon from the member’s point of view in order to identify pain points and inspire future opportunities and solutions.
We began by working with British Triathlon to define the member journey, starting at the very beginning when people are looking for ways to become healthier or happier, plotting all steps through participation, membership and ultimately advocacy.
The next phase was to review existing quantitative and qualitative research to highlight member insights and identify psychological drivers to encourage exercise and participation in triathlon.
Following this we held a series of stakeholder workshops. This enabled us to align teams across the organisation and to challenge internal assumptions and biases. The workshops defined the emotional needs, functional needs and likely touch points for the audience, and new ideas for tools, tactics and resources.
This sought to visualise the experience of interacting with British Triathlon from the member’s point of view in order to identify pain points and inspire future opportunities and solutions.
We began by working with British Triathlon to define the member journey, starting at the very beginning when people are looking for ways to become healthier or happier, plotting all steps through participation, membership and ultimately advocacy.
The next phase was to review existing quantitative and qualitative research to highlight member insights and identify psychological drivers to encourage exercise and participation in triathlon.
Following this we held a series of stakeholder workshops. This enabled us to align teams across the organisation and to challenge internal assumptions and biases. The workshops defined the emotional needs, functional needs and likely touch points for the audience, and new ideas for tools, tactics and resources.
Brand & creative.
We used the outputs from the sessions to create the full journey as a visual map to be rolled out internally within British Triathlon and the ideas and solutions activated through their engagement and membership programmes.
Strategy & planning.
The CX map and the insights developed through the process were used to shape British Triathlon’s successful member engagement and participation strategy.
