Evolving with the customer

Reale's marketing leadership identified the need to adapt their products to a predominantly senior customer base, with the goal of strengthening their presence across the full customer lifecycle.

To tackle this, we conducted in-depth research across Reale's key markets in Spain, carrying out over 40 interviews and workshops. This work uncovered distinct customer types, their unmet needs and pain points, and led to the definition of more than 3 detailed customer profiles.

From that analysis, we identified several opportunity areas and prioritized them through two lenses: customer experience and business viability. Building on that foundation, we mapped out future journeys for each profile and developed more than 20 initiatives aimed at shaping the offer and improving the experience, balancing what customers expect with what the organization can realistically deliver.