Our challenge was to design and execute a scalable approach to help build lifelong customer loyalty for their clients in the UK consumer durable and tech business, to then scale globally. The approach would need to be able to identify customer journeys, provide direction on how to optimize and then measure the impact of improvement over the next three years, throughout the full product lifecycle, ultimately meaning a greater lifetime value for customers.
Customer journey mapping from both the business and consumer perspective to understand both process and desired outcomes both functionally and emotionally at each stage of an e2e category journey. This was initially rolled out across two key product categories, with a framework to use ongoing. The method applied here was qualitative research and business stakeholder interviews. This enabled a set of customer focused measures, by journey stage, to measure progress as changes are made to the customer experience, to track improvement over time and on an ongoing basis. This continues to be carried out via an ongoing quantitative research program, which also enabled competitor benchmarking and broader product category feedback against key journey milestones. The approach was then supplemented by commercial KPIs, giving a truly holistic measurement of improvement and impact against specific objectives, for example reducing call centre volume and increasing self help digital channels / online CS.
The program continues to run and be embedded by our client. We are in the first year of a three year program, and already improvements are being made, with impact being tracked, across two main product categories and commercial pain points for the business. The approach is in the process of being scaled across further product categories to enable further commercial improvement alongside a customer centric approach to enable greater lifetime value