Future state journey map

CXCO was engaged by the client to work with them in development of a conceptual future state customer experience across the buying, using and billing stages of the customer life-cycle. We followed an accelerated innovation process that saved our client costs (80%) and time (60%), engaged and aligned business leaders, and brought clarity to the optimal customer experience. The journeys and vision informed the organisation's strategic imperatives and customer experience strategy for the following year.

We carried out business interviews and workshops to understand the extent of the problems, and the current viewpoint of different stakeholders from across the business. We discovered that the current journey had a number of fatal breakpoints, and as a result customer advocacy was at an all time low. The business was experiencing high churn, and acquisitions were reduced due to a brand that was being negatively impacted by media coverage and social discussions.

The workshops were structured to identify issues and problems holistically across the end-to-end experience journey, and to define solutions from a customer centred perspective. “Challenge cards” were used to help reduce complexity and focus participants on the customer’s context and scenarios of use. Root cause issues were identified which helped focus efforts specifically on the sales, on-boarding and service experience, where root cause issues began.

The outcome mapped solutions across touchpoints and channels, considering the bill, service centre, online store, retail store, CRM, digital, and mobile. The future state journey map illustrated solutions for customers and employees across touchpoints and channels, and showed consideration for the frontstage and backstage experience across touchpoints.

The collaboration workshops engaged cross-divisional stakeholders and increased stakeholder alignment, and enabled our client to gather the support needed to gain funding and progress the solutions to the next stage.

What were the key benefits?

  • Identifying root cause issues enabled the business to focus on the real problem.
  • Collaboration workshops helped leaders from different functions align and come to agreement on the direction and solution to key issues.
  • The journey and vision helped our client communicate the strategy clearly and gain funding for the next round of concept development.

What were the key results?

  • Our client saved costs (80%) and time(60%) by following an accelerated innovation requirements gathering process.
  • Our client was able to engage the board in the vision and in turn received budget to execute.

What was the approach?

We followed an accelerated innovation process that saved our client costs (80%) and time (60%), relative to following a traditional requirements gathering and stakeholder engagement process. Through interviews and workshops we facilitated the group through a number of operationally challenging issues and helped the group gain agreement on the root cause issues of customer complaints, design solutions from a customer-centred perspective, and align around a single direction and vision.