Objective:
To develop a CX strategy and roadmap that clearly articulated the customer benefits, as defined through customer research. Key focus areas were both acquisition and retention.

Key Insight:

We found that customers were actually pretty happy with their experience and pain points were limited. However, customers did have a range of unmet needs that provided opportunities for growth for the organisation. We focused on these key areas and broadening the customer experience both up and downstream in the journey. We were also able to recommend focusing new products in adjacent areas of the service experience.

Outputs:

• Research insights

• Customer segments and CVP

• Current and future state journeys

• Concept design (scenarios)

Activities:

• Stakeholder interviews and workshops

• Qual customer and partner interviews

• Customer and partner testing

• Research synthesis

• Artefact development

My role:

• I conducted customer interviews and developed the customer segments and CVP that formed the backbone of the strategy. I also developed the change management plan for the organisation to aid them in becoming customer-focused.