Delivering an experience that aligns business goals with the needs of your customer requires expertise in research, data, and a variety of technical tools. Connective DX brought together the best of all our teams to help KinderCare Education better understand the behavior and intent of their customers. The result is a personalized experience that enables KinderCare to learn more about the needs of their customer while increasing conversions.
We know what's good for your customers is good for your business. So we started by understanding what drives the families that visit KinderCare.com.
Personalized content delivery will match tasks and information, profiles, and behavior based on what we observe (website behavior), what we know (account data), and what we predict (models from customer analysis).
Our approach starts by leveraging existing personas, and by bringing KinderCare Education marketers and parents together to identify the different mindsets that may be driving visits. Depending on the stage of the user journey a visitor may be looking for general information or may be very task-focused.
Working together we identified five mindsets and key questions. This qualitative direction was quickly validated through a survey that allowed us to develop statistical correlations between how parents self-identified against these mindsets and content by subject.
Each mindset was matched up with a key user need and task. This is the starting point of a personalized customer journey. To validate our hypothesis that our customers would have a higher rate of success of their journey was personalized, we tested it with a pilot experience.