Coworking marketing: the Customer Journey guide

This 2020 Coworking Europe Virtual Conference presentation introduced the customer journey as a framework for improving lead conversion and member retention in coworking spaces. Alexandra Ramió and Vanessa Sans of Happy Working Lab defined the journey as the sequence of steps and interactions through which a customer passed, documenting the full experience of being a coworking customer. The deck connected customer-journey analysis with several operational objectives: converting more leads, retaining members, generating organic referrals, identifying weak points and preventing service problems. It therefore treated the journey as both a marketing and service-management tool rather than solely as a sales process. Introductory slides described Happy Working Lab as a Barcelona-based European consultancy that had operated since 2015 and specialised in coworking, coliving and other collaborative-economy models. The speaker profiles identified Ramió as a consultant specialising in coworking, coliving and corporate flexible solutions, and Sans as the founder of Happy Working Lab and a consultant in the same fields.

Key findings

• The deck defined the customer journey as the sequential steps and interactions a customer experienced with a coworking space.
• Customer-journey analysis was presented as a way to improve lead conversion and member retention.
• The framework was also intended to generate referrals, identify service weaknesses and prevent potential problems.

Presented by Alexandra Ramió and Vanessa Sans, Happy Working Lab, at Coworking Europe 2020