Context and question

Sylphar is a fast–growing international company that is active within the ‘consumer healthcare & cosmetics’–market, with its main product ‘instant corrective skincare’. Their investors, independent private equity player Vendis Capital, introduced them to Callebaut Collective with the question how to strengthen the relationship with their customers. Up until then they mainly had a one-way relationship with their customers consisting of traditional push communication and only focused on the touchpoints during the first purchase. 

Once we had a clear understanding of the customer journey, we could optimize the customer’s experience. In cooperation with the Sylphar team we removed the pain points in the journey, we introduced new relevant channels and developed clearly described customer profiles or personas which until this day are used for all communication.  

It proved to be a real eye opener for Sylphar to stand in the shoes of the customer during the exercise. This however had not only provided new opportunities, it also required new competences. To accelerate this learning process, we searched for suitable, disruptive players who had the necessary knowledge. Six months later, a successful acquisition of a British player took place under our supervision which in the meantime has become one of the drivers of growth for Sylphar.