The payment market is changing. With solutions such as MobilePay, PayPal and subscription based credit card transactions, Nets most popular payment system, Betalingsservice (BS), is experiencing significant competition. As a result, Nets is now not only focusing on the companies that receives the payments, but also on the ones making the payments – being the Danes.
We conducted a segmentation of the Danes according to their jobs-to-be-done when it comes to payments. The segmentation not only focused on the payers overall needs, but was also designed with a specific focus on exploring the problems experienced by the Danes when they pay their bills and at the same time the solutions they lack in this context. Based on this information, we provided Nets with a segmentation tag for all their customers, which allowed Nets to use the segmentation solution in the 1:1 contact with the payers.
Deep insights related with how to communicate with different buyer segments and which products they lack and want improved. Additionally the segmentation tags provided for the entire customer base, provided Nets with the ability to deliver and implement 1-1 dialogue with the payers. All in all, Nets now has the abilities to bring the customer experience of “paying the bills” into the future.
How can Nets stay competitive in the future market of payments?
A market being disrupted
Nets is Denmarks biggest provider of payment solutions to Danish companies and Betalingsservice is used by more than 90% of the Danish population every month.
New payment solutions, such as MobilePay is making a fast and disruptive entrance in the market, at least if you’re seeing it from Nets perspective. Additionally the automatic credit card payments are posing a serious threat to BS. And it didn’t get any easier, nor did the competition, when the banks sold Nets, because suddenly previous partners turned out to be competitors.
Nets has very limited access and knowledge of the end users, as their main partners are the businesses invoicing customers every months. The project therefore needed to both provide Nets with significant insights into the needs of the users, but also a tactical and operational setup for providing excellent customer experiences.
How did we approach the problem
We used a combination of workshops, classic ethnography, quantitative surveys and machine learning to identify 4 segments. These segments had completely different approaches to and experienced problems with the payment of monthly bills. Common for the four segments was payment technology as a part of the fundamental need of solution.
Machine learning, based on random forest modelling, helped us operationalize the segmentation so it didn’t just end op as a strategic/tactic model for mass communication and product development. In collaboration with Nets we developed an operational tool, that could be used in direct dialog with individual payers.
Deep insights activated and operationalised
At the end of the challenge, we delivered 3 things for Nets:
1) Deep insights into the 4 identified segments, providing Nets with pain, gain and jobs to get done, in order to achieve high customer value. These insights can be utilised in marketing, business development as well as customer services in future strategies.
2) An operational communication model based on machine learning which tagged every customer with a segment, delivering the basics for relevant 1:1 communication.
3) Most importantly the project provided a common understanding of the importance of customer centricy in Nets. This was implemented in the organisation via the creation of pixie-books which were handed out to all employees. The content of the book included both the overall insights gathered via the workshops and ethnography, but also covered the segments identified. The four segments were put to life through archetypes, illustrated with photos and text and presented with a real human being.