Customer Experience Strategy
Leading a cross-functional team in collaboration with IDEO to explore the question what might the customer experience of the future look like?
Problem
What might the customer experience of the future look like?
The organization had recently created a segmentation model to cater to its customers in more relevant and tailored ways. But what does that look like? Which segments should we focus on, and how do we bring new value to our customers?
Approach
Research
+ 16 in-depth interviews (external and internal)
+ 1 expert survey (50 responses)
+ 1 brainstorm (customer team of 11)
+ 60 employee intercepts
+ Internal and secondary research
+ Analogous research (visiting other innovative companies to laudit their customer experiences)
+ 8 customer interviews
Strategy
Playing to win strategy methodology
Outcomes
The final presentation included an immersive exhibit in which we led our stakeholders through our past and into the future, showcasing a new paradigm of customer service.
This project resulted in introducing a new vocabulary with which to speak about our customers and how we serve them. Several of the concepts were handed off to other teams to explore and develop.
Learnings
This engagement gave me great experience in working with a distributed team, working with external partners, and sharing with C-Suite leadership teams.