Customer Experience

Customer experience has come to encompass elements beyond good service.

Customers expect a seamless experience each time. Brand delivery teams need enablement via knowledge, technology and processes. There is also the changing landscape where the competition could be just someone who has not been heard about before. They could come in and change everything!

This is the landscape of any customer experience project. Understanding this completely is the most important task at hand. Futurescape has a 3 step methodology to implement customer experience assignments.

  • Find – What matters to customers and where they interact with your brand
  • Design – The Experience and Communication Toolkit to all Stakeholders
  • Do – Implementation Programme that makes the promise of the experience real.


What  is studied?

  • How    do  people  buy/consume/interact with your product or service?
  • What  are  the  key  trends  in  your product category or similar? The scope may cover home country and International. This may include innovative display, service or interaction models that may be emerging.
  • Identify  core  touch  points  for  your  business
  • Understand  service  flows

How will it be done?

  • Meet  people  for  1  to  1  conversations.
  • Study  international  analyst/research  reports
  • Map  the  touch  point  footprint  and  customer  journey

What  will  be  the  deliverables?

  • Touchpoint  Map, Personas and the Tasks important to the customer


The  service  design  framework

  • The  focus  will  be  on  customers  at  the  store,  on  the  move  and  their  location
  • The  framework  for  digital  and  the  implications  at  store  and  on  devices.
  • Defining  the  programme  for  customer  management
  • Define  elements  that  need  to  be  developed and implemented

Overall  the  blueprint  will  include  interventions  for  people,  process,  technology,  stores.

The Customer Experience Toolkit

  • Customer experience projects involve multiple teams which maybe operating across different touch points. Getting everyone to collaborate is one of the most important tasks. The toolkit typically covers
    – An introduction provides a rationale for the experience redesign e.g.. we have responded to what our customers wanted and there is a new way of doing things
    – How will this benefit you (employees, partners) and our customers
    – What do you need to know and do
    – Why is it important
    – What more is planned
    – How can you become a part of this

This will include service and people standards for employees, partners and their teams.


Outcomes of DESIGN will get implemented in this phase
Of the list created in the design phase there may be some elements that you would want to implement internally.
You may want Futurescape to work with you on specific implementation initiatives. There would need to be prioritisation such that the pre-requisites of each level are implemented.

  • Some initiatives may include:
    – Partner Standards and Interactions
    – Team Standards
    – Shopper Programmes
    – Digital Implementation
    – Process Definition

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