One of the largest retailers wanted to benchmark, prioritize and optimize their customers’ online shopping journey, redesign identified customer pain points, and measure year-over-year experience delivery changes.
A multi-phase approach was designed to develop a future-state customer experience for moments that matter. Research was conducted to identify the gaps between customer and employee perceptions, prioritize touchpoints, and determine touchpoint experience drivers. Insights gathered were used as inputs for a co-creation workshop with employees to redesign four priority touchpoints.
During four one-day workshops, cross-collaborative teams identified root causes of the experience gaps, defined what the future-state experience memory should be, then redesigned key touchpoints. Designated key activities, owners, and the resources required. Implementation resulted in improved overall satisfaction and customer ease scores.
