CUSTOMER EXPERIENCE Design: DIGITAL & Multichannel
We have worked with some of the world’s largest companies to help translate ideas in digital innovation into go-to-market propositions.
More and more, companies are looking to bridge the gap between digital and physical customer experiences - and create exceptional multi channel customer journeys.
With our broad range of experience across digital and physical platforms, we are uniquely placed to support clients in multi-channel environments.
Our past experience includes Lloyds Banking Group, Sky Broadcasting, News International, Canon, JP Morgan and Royal Bank of Scotland.
NEW Proposition development
Theres no such thing as a ‘typical’ project, but here’s a summary of a tried and tested approach:"
Strategy
Developing a data-led set of strategic objectives is critical in order to define an actionable direction of travel. Strategy typically requires a combination of market/competitor analysis, AS-IS business insight, and hypothesis on future market trends in order to build a picture of ‘where are we now, and where do we want to be’.
INNOVATION
Looking outside the industry and sectors to identify how other companies have innovated to reduce pain points across the customer journey, or provide moments of delight. Then working to identify what opportunities that could bring to our clients, and creating a ranking matrix in order to prioritise valuable and achievable innovation.
VISIONING
Visualizing in order to communicate a ‘target state’ is often overlooked. We have found this service to be highly useful to communicate to management stakeholders, external third parties, and early stage customers in order to gain an understanding of a target state concept.
Research
We believe strongly that customer data and user validation should be the starting point for all good design. Whilst we know and appreciate that you will never get to the ‘right answer’ on customer insight alone, you will always get real-life validation and feedback that is critical to the development of a successful proposition.
Design & Build
Following research, it’s time to design, build and launch your target proposition. Typically, speed and value are the two levers that guide early stage product development, and so the build and launch of varying fidelity proof of concepts is vital to a successful launch.
Test & Learn
We are firm believers in a “test and learn” approach that provides valuable yet controlled feedback in a real-market environment. This typically also begins the first stage of the feedback loop to provide proof of success on key KPIs, as well as valuable qualitative data that can be used to prioritize next generation iterations
measure & improve
With feedback loops established, data can be fed back in order to continually improve the proposition based on both business and customer insight. Management dashboards, benchmarks and reporting should then be established and maintained as part of business as usual practice.
featured project
lloyds, Halifax & bank of scotland - Video mortgage service
David ran the Customer Experience design, and Test & Learn strategy for Lloyds Banking Group’s market leading video mortgage proposition.
This was a 3 year project from strategic direction, to a fully operated customer proposition in the UK’s biggest mortgage lenders.
All customer experience KPIs for this service (NPS, 5 point Customer Rating etc) recognised an outstanding customer experience - higher than any other channel offered in the bank for Mortgage applications.
The proposition is now being scaled across the bank.