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