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Task 2.1 Online Behaviour Of One Key Customer Group

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Task 2 – 1002 words

2.1 Online behaviour of one key customer group

Customer personas can be thought of generally as “a composite of people that do exist” (MOZ, 2014) within a target audience. While fictional, the attributes of a customer persona do however represent users within the target market.

One key customer group, that utilises Maxxia’s services are Nurses employed in public health care. These are predominantly females aged between 30 - 45 years of age that live in the states of South Australia, Victoria and New South Wales.

Due to the nature of their work they have little time to attend face-to-face sessions or talk on the phone with Maxxia and prefer digital communication methods with a high proportion using mobile devices. …show more content…

2.3 Smartsalary - Digital channels used to engage and retain

A key competitor for Maxxia in the salary packaging industry is Smartsalary. They are the second largest provider of salary packaging services after Maxxia. The majority of Maxxia’s customers and potential customers are obliged to use its services due to contracts their employers have with Maxxia. Therefore, Smartsalary is not in constant competition with Maxxia. There are however situations where a panel of providers put the two companies in direct competition.

Smartsalary is proactive in the digital landscape and engage their audience through multiple online channels and by employing varying tactics.

The company manages two separate websites, one for each of the primary benefits Maxxia offers, salary packaging and novated leasing. Both sites are mobile friendly and built on responsive …show more content…

They do this by integrating social buttons on with website, more specifically as part of their contact us call to action. As seen is fig. 2.3.3 this extends to networks such as Facebook, Twitter and LinkedIn. This integration allows Samartsalary build trust and credibility by participating in conversations, as seen in fig 2.3.4, with customers. Social Media Sydney, n.d. suggests that customers are more inclined to engage with a company if they are approachable and responsive on social media. It also provides their customers the convenience and flexibility to choose which channels they would to communicate

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