Case Study
Establishing a new customer experience function.
Inflection Point
After growing from ~50 employees to over 500 in just a few short years, our client established a new customer experience (CX) function. The newly-installed leader was tasked with defining a strategy, aligning the organization to the customer journey, and galvanizing the organization to collaborate in new, more customer-centric ways.
How We Helped
We established a cross-functional task force to create the broader alignment and support required for CX to flourish in the organization. Together with the task force, we defined a long-term strategy and roadmap for delivering and cultivating CX. The roadmap centred on three areas:
- Reimagining critical CX touchpoints
- Identifying differentiating ideas for delivering CX
- Embedding a customer-centric culture with new ways of working.
To enable the team to adopt new ways of working, we designed new norms and processes for the cross-functional task force. The task force created clarity and consistency within the matrixed organization, without generating additional bureaucracy.
Our CX strategy incorporated stakeholder mapping and storytelling to engage and align the wider organization. Our deliverables included executive briefings, town-hall slides, an internal crowdsourcing campaign, email newsletters, and mainstage presentations for all-company meetings.
Outcomes
We delivered a north star vision for customer experience, supported by synthesized customer-journey maps. Our various storytelling deliverables created consistent, organization-wide understanding of current and ideal-state customer experiences. The customer experience team was increased from 2 FTEs to 10, as staff responsible for key stages in the customer journey were integrated into an expanded cross-functional team.
