Customer Experience Strategy
The customer experience strategy is developed at the outset of a project and forms the foundation for the design brief. The first phase is an audit and analysis where the business and brand strategies are reviewed, stakeholder interviews undertaken to identify operational requirements and aspirations, the online and offline customer experience audited and a customer journey mapped to identify gaps and opportunities.
The findings of this phase plus a presentation of relevant global best practice input into phase two when key stakeholders participate in an ideation workshop to help articulate a new vision. The final outcome is a strategy that draws on key insights, outlines a customer experience proposition and experience pillars, and maps a zone strategy which aims to bring the space to life.
In an omni-channel world, the implications of a new customer experience vision can also impact channels, content, service design and systems & processes depending on the extent to which a business is evolving or transforming the role of the physical space.