Impact Study: Customer Experience (CX) Strategy
A client wanted to pivot its business to a customer centric approach and be at the leading edge of the Industrial Manufacturing market by doing so while expanding into DTC, built on a leading CXM platform. But they didn't have the experience, knowledge, or strategies to do so.
A client wanted to pivot its business to a customer centric approach and be at the leading edge of the Industrial Manufacturing market by doing so while expanding into Direct to Consumer (DTC), built on a leading customer experience management platform. But they didn't have the experience, knowledge, or strategies to do so. The CEO & Chairman brought in Mesh to help steer his organization into this blue ocean space for his business.
Client: Global Industrial Manufacturer
Sponsor: CEO & Chairman
Locale: Manilla, Philippines
This industrial conglomerate was sitting at an inflection point where new operating models, digital tech and practices were reshaping its industry, all accelerated by a global pandemic. Worse yet, the client didn’t have a direct relationship with its customers, leading to market disintermediation by retailers and 3rd Parties. Digital disruption and new market entrants were also putting pressure on it to reduce costs, improve customer experiences, and increase its margins. Lastly, the client was overly reliant on marketing agencies to solve its digital needs and lacked the optionality and flexibility internally to drive Customer Experience (CX) in a new business to consumer (B2C) channel.
We were engaged to build, operate, and transfer (BOT) a CX strategy and delivery organization to transform its end-to-end consumer and commercial CX by developing a unified, end-to-end “One CX” across brands. Enabling; new direct to consumer business channels, product innovations, revenue models, improved customer satisfaction, decreasing reliance on agencies, better time to market, and decreasing its risks of developing a CX organization on its own.
Strategy & Framework for Delivering Improved Customer Lifetime Value.
Developed the “North Star” vision & mission from which all decisions and prioritization are rationalized. Then connected it with an Objective and Key Results (OKR) framework and an organizational plan to bootstrap the new CX organization.
Customer, Colleague, & Partner Personas.
We created a set of seven (7) personas that drove 360 degrees of empathy with opportunity points, a tech “toolbox”, relevant demographics and psychographics, and pain points the personas faced. This provided the clearest picture yet of customers, colleagues, and partners and their needs.
CX Journeys and Service Blueprint.
We then designed three (3) future state end-to-end journeys and a service blueprint that pinpoints areas of pain (and opportunities to delight) across the new B2C channel.
Our CX Strategies and BOT resources created a modern business environment to nurture direct customer dialogue, increasing brand relevance and persistence, improving long-term relationships, growing its channels and revenue, while improving customer lifetime value (LTV).