Case Study: BD improves customer engagement with Zuni's customer research, journey mapping and digital strategy

BD improves digital strategy with Zuni through 12 interviews and a 10–15 minute survey

Zuni partnered with BD (Becton, Dickinson and Company), a global medical technology company, to address a challenge within its BD Biosciences division. Following a significant e-commerce platform upgrade, BD needed a digital strategy blueprint to achieve its business objectives but first required a deeper, evidence-based understanding of its diverse customer base and their journey.

Zuni implemented a two-stage research program involving qualitative interviews and a quantitative survey. This research directly informed detailed customer journey maps, which provided the foundation for a comprehensive digital and content strategy. The outcome was a far richer, evidence-based understanding of BD's customers, enabling more targeted communications and confident prioritization of digital investments across the business.

BD (Becton, Dickinson and Company)