Design End-to-End Customer Experience Services
The challenge was to strengthen customer brand advocacy and loyalty by measuring and optimizing end-to-end customer experience. We built a Customer Experience strategy, defined a service model to serve IT project teams, and developed a communication plan for business leaders, executives, and technology Architects.
The client
A large telecommunications company
Results that matter
The challenge was to strengthen customer brand advocacy and loyalty by measuring and optimizing end-to-end customer experience. We built a Customer Experience strategy, defined a service model to serve IT project teams, and developed a communication plan for business leaders, executives, and technology Architects.
How we did it
In partnership with the Enterprise Architecture team, we facilitated collaborative design sessions with our sponsor to build a strategy, service definitions, and a compelling narrative to sell the mission and services internally. We plastered the walls with sketches, prototypes, sticky-notes, and the desired experience arch that we wanted our audience to have when our sponsor pitched the services to internal stakeholders, beneficiaries, and consumers. We tested the services early, incorporating feedback and listening carefully to the audience's perception of value in each service. In tight collaboration with our sponsor, we worked alongside one another to iterate and refine daily until the services were clearly defined and the leadership presentation crisp, concise, and emotionally engaging.
When: 2016
Persona Development
For a large coffee company, we created personas that inspired empathy and the creation of innovative new services. Project teams and leaders use these personas to prioritize investments and measure business impact on an ongoing basis.
The client
A large, global coffee retailer and distributor
Results that matter
We created personas that inspired empathy and the creation of innovative new services. Project teams and leaders use these personas to prioritize investments and measure business impact on an ongoing basis.
How we did it
The Strategic Technology Practices team invited us to build a user model of the clients they serve. We interviewed over 25 representatives across IT, transcribed those interviews and printed each comment on a card, and then held several collaborative sessions to synthesize, distill, and organize the results from the interviews into themes and insights. We used those themes and insights to build personas that reflect the core population of the technology employees. These personas were used by project teams and leaders alike to guide their investments so that they have the maximum positive impact.