Customer experience vision
Our client engaged CXCO to investigate and propose solutions to a number of issues that were affecting company performance. Customer complaints had increased dramatically, affecting operating costs and the cost to serve, both rising in line with the increase in calls and service requests. The issue was affecting brand equity, customer retention, and customer acquisition.
Rather than tackle the issues through a traditional business analysis, our client selected to use customer-centred design techniques and collaboration workshops to accelerated requirements gathering.
Following a CCD approach engaged a wider number of
stakeholders, accelerated the requirements gathering process, and also uncovered root cause issues that occurred down-stream and were causing upstream complaints and problems.
This holistic approach to problem solving helped align the business and uncovered a clear value proposition focused on 3 key strategic pillars. This vision was articulated as a “Vision on a Page©”, and was illustrated through future state customer journeys. The Vision was used in strategic planning sessions to focus the team on the value drivers of the customer, and helped the business understand what they needed to do to deliver on the customer promise.
What were the key benefits?
- An accelerated innovation process saved the client costs (87%) and time (60%).
- Cross-functional collaboration engaged stakeholders and increased alignment.
- The Vision on a Page© informed the organisation's strategic imperatives and goals.
What were the key results?
- Identification of root cause issues aided the business in gaining a holistic understanding of the problem.
- Engagement activities throughout the process helped build alignment and paved the way for increased buy-in (even though the strategy was challenging the current business model).
- The Vision on a Page© helped build the business case and obtain funding for execution.
What was the approach?
CXCO investigated a number of data points from acquisition to service, to understand root cause issues, business perceptions, and gain a deeper understanding of the current customer journey and key breakpoints. Through interviews, collaboration workshops, and qualitative analysis, the team identified root cause issues that began further upstream from where the problem became apparent.
Collaboratively working with the client, CXCO uncovered a solution that would prevent the issues from occurring, rather than just treating the problem when it occurred. We assisted the client in articulating the vision and strategy, and created a conceptual solution across the customer life-cycle. This impacted on changes in the product, service, backstage systems and business model.