A company with an ambition to deliver personalized customer experiences
I bet we all at some point in our life experience a service failure, where something is not working and you find yourself in a queue, over the phone waiting for customer support, at a store waiting for the personnel, contacting a service by e-mail or now a days even through a chat. These queues does something to the customer experiences, and it can be what ends in a customer turn-over for companies, and why it is important to innovate and design customer journeys that meets our expectations as well as employee satisfaction.
The Challenge
The organization lacked customer-centric capabilities to achieve its ambition to deliver a personalized customer experience.
How we solved it
By mapping the employees workflow, we were able to capture the entire process. The aim of this exercise was to capture the actions employees take to resolve the most frequent inquiries, which information and systems they rely on, and which pain points they experience in the current workflow.
To get a holistic understanding of the customer perspective we mapped out the companies omni-channel ecosystem and conducted several in depth interviews with customers to understand the different pathways customer take when interacting with them.
The work identified what actions that needs to be address in order to improve their work process to help employees deliver a more personalized customer experience, and what expectation of service customers have when interacting over different channels.
My Role
Collaborating closely with the client and product owner ensuring the project group were aligned on how to work from a customer centric perspective throughout the project.
Identify pain points and needs from both employees and customers.
Deliver insights and visualise these in a meaningful way to understand the gap between their ambition and the actuall experience.
Facilitate workshops to help prioritizing backlog and focus areas for teams to start working on improvements.
