Context - A communication experience that lacks strategy, and touchpoint owners that operate in silos, result in a customer experience that looks and feels fragmented. In order to build and nourish our customers' trust, we must understand what are the key moments in their journey where outreach feels like a genuine helping hand and not another sales pitch.
Research Process
Approach, from research to vision state - Formulate an outreach and communication strategy that puts the customers' needs first.
Communications Audit - First 12 weeks of communications from all touch points and channels.
Break down of touchpoint owners by communication type, channel and outreach cadence.
Walkthrough of first 12 weeks of communications received by a business formation customer with in-house touch point owners. - October 2019
Mural working session with remote touch point owners. - Needs and opportunity identification based on customer-facing communication pain points. - October 2019
Scenario development for future state - Identification of key moments where outreach translates into value for the customer, and alignment of those key moments to the small business owners' journey - November 2019
Ideal State Backstage - To bring alignment across functions, we translated our ideal state CX communications experience into a framework intended to align touch point owners or "lead functions" to specific stages of the small business owner customer journey. It was important to visualize this backstage view aligned to key moments with high value to the customer experience, so that lead functions don't lose sight of the concerted effort it takes to build a cohesive and delightful experience intended to foster good relationships with customers.
