Customer Journey Optimisation
Visualising how customers experience a billing service to identify opportunities to improve it. Developing a new customer onboarding process that strengthens positive brand perception.
Project Overview
Objectives
Identify and prioritise opportunities to improve a critical customer journey of billing. Deliver and validate a strategic concept and a tactical solution.
Constraints
Need for quick improvements and longer-term step change. Digital maturity constraints.
Success Metrics
Improved brand perception: Building a positive relationship in the most formative period when a customer joins. Reduced customer contact through improved expectations. Helping customers avoid preventable problems through better awareness.
Process
Opportunity identification: billing
Zoomed-out as-is and to-be customer journeys using existing data and insights. Validation workshop. A longlist of opportunities.
Onboarding zoom-in
Zoomed-in as-is journey using existing data and insights. Business casing. Tactical and strategic opportunities.
High-impact opportunities
Welcome letter redesign paper prototypes created. Behavioural science expert optimisation. Refined for customer testing.
Strategic solution concept
Workshops to create to-be service blueprint using functional and emotional customer jobs.
Customer testing
2-stage experiment using in-depth interviews and Kano Model to prioritise touchpoints and validate impact.
Final solution and recommendations
The final service blueprint, recommendations and design principles handed over for implementation.
Key insight
Not providing the level of service customers expect is costly. Not onboarding new customers meant they don’t form a direct relationship with the case company and have no awareness of its positive impact.
Also, it led to confusion and contact that could have been mitigated with better information upfront.
Just like the car manual we keep in our glove box, customers need information upfront that they can refer back to when needed. The key is delivering this information at the right time and in the right format.
“Between sign up and bill nothing happens”
Deliverables
Design: journey map, blueprint and letter touchpoint.
Opportunity evaluation and business casing: prioritisation and cost mapping.
Structured workshop design and facilitation.
Experiment design and data collection.
Impact to date
Insight: Key challenge is delivering information at the right time in the right format.
Tactical solution: Redesigned welcome letter to improve customer experience and brand alignment and optimise for top two customer jobs.
Strategic solution: Developed a blueprint for a new onboarding process incorporating key touchpoints to inform and engage our customers by building a ‘first year of value’ approach. Identified most important customer jobs and value-add features to enhance customer experience.
Impact – brand perception: Building a positive relationship in the most formative period when a customer joins.
Impact – reduce customer contact: Targeting contact triggers with improved expectations.
Impact – avoid preventable problems: Improve awareness to help customers prevent issues.
Essential: Deliver the minimum expected journey. Timing is critical.
Delighter items will provide an enhanced customer experience. Environmental impact and waste played a big part.