This is a highly confidential project, no image or project details can be presented.
Now with the rising of customer expectation towards a more relevant, real time, and dynamic experiences, telecom industry are struggling to keep up. The challenge that our client is facing was also about keeping up the customer expectation. Design team from our studio was there to create future customer journey and identify how to reach the desired state in practical.
Year
2020-2021
Project Type
Customer Experience Strategy
Purpose
The purpose of this assignment was to define and describe north star vision for B2B and B2C customer experience to drive customer-centric transformation.
Teams and my role
Two design teams are working together with different focus on B2C and B2B. Each team consists of a design lead, a service designer and a business designer. There are also design directors and visual designer involved in the project.
I work as the service designer in the B2B design team. My responsibility was to help facilitating interviews and workshops, synthesis around insights, creating the content for the vision, visualize visions etc…
Process
Collect insights
50+
Insights literatures
- Quantitative data that describes the challenges and what customer expect
- Understand market and how CX is playing
Interviews
9 country CEOs and key GEM stakeholders
- To understand what challenges and opportunities that they are facing
- To understand differences among markets
- To understand what are their vision for the future
Workshops
with 46 B2B and B2C country representatives
- To map out AS-IS customer journey together
- To identify what are the main pain point customer is facing in different countries
- To ideate around how experience can be improved
Synthesis
With massive amount of data we collected from reports, interviews and workshops, we aggregated all of them and mapped them out in different stages of customer journey. They generate clusters that turned into insights statement.
Create TO-BE
1. CX Ambition
CX Ambition is the desired future state of experience customer will have in all stage of their journey. It is an end-to-end journeys for B2C and B2B with six stages. Each of the stages illustrate, in detail, how to provide greater value to customers, regardless of country specific capabilities and customer segments.
For each stage, there are:
- Customer Ambition : what experience should fee like in this stage
- Value drivers and associate focus areas : what drives value for customers and what we need to focus on
- Initiatives and success stories : what can help client get started or inspired by stories from other countries
- Metrics : KPIs to measure the success of implementation of initiatives
2. CX Principles
We delivered 5 CX principles each for B2B and B2C. They are high level guidances that can be used internally in the organization, help teams focus in a customer centric way and support consistency and continuity in the end-to-end experience.
Principles derived from the voice of customers we collected in the beginning of the project. Toolkits are created as well to better help the client using it in their daily activity.
3. Engagement Behaviors
Engagement behaviors refer to patterns of similar behaviors, how people think, feel & act. They help us to empathise customers. Behavior are created based on our knowledge of customer insights and also existing archetypes that our client already built.
Different than personas, it has more focuses at behavior and needs. A customer could have different behaviors based on his/her situations. He/she can also switch between different behaviors in journey.
Phase 2 : Visualization
Second phase of this assignment was to operationalize the customer centric ways of working for employees at client side. With all the content we created in phase one, we wanted them to be visible and accessible. So we make a visualization of content on a commonly used internal platform. Platform itself came with limitations, thus a section in their online platform was delivered to host the content and updated continuously.
Storytelling & Narrative
It’s important that employee can easily understand what is a customer centric ways of working, so they can utilize in their daily work. And by browsing the content, we wanted them to get familiar with it and then use it to provide a better service towards customers.
Information architectures
To serve the purpose, for each section, we include: What it is; Why we need it; When and How it can be used (toolkits included).
Outcomes and extensions
This project has been extended further more to operationalize the future vision. Bigger team were involved and created more opportunities and initiatives within client’s organization. I continued to take part in one of the initiatives, worked as a service and interaction designer to improve the customer experience of a wifi product. Project case are here.
What I learned
This is one of the largest scale project that I have participated in, as it was in a bigger team, and also as a project with huge impact. I learned a lot from business designers regarding how to create strategic content in the purpose of improving the customer experience.
Another learning is about the complexity of working with strategy that needs to be bold and useful on an organization level, but still actionable for different markets. Each market was unique with their own strength and challenges. In the project, we created a platform with success stories that they can actually learn from each other when they are approaching the ambitions.