Engaging end user journeys
Understanding what your users want to experience when they touch your business helps you to create engaging user journeys that meet their expectations. It also helps you to operate efficiently and intelligently to satisfy the demands of your customers.
We help organisations to digitise end-to-end business processes and services to provide excellent journeys for both customers and employees. Initially we identify and assess the most valuable customer journeys in the context of your businesses performance, capability and future plans.
This work is then refined to create recommendations to redesign the experience, creating prototypes that provide the user experience quickly and efficiently. We are technology agnostic, using common technologies, systems and data sets for multiple journeys. Our recommendations are adaptable, quick to design and deploy, show immediate results, but always with the future in mind.
Any change in your end user journey has the potential to have a major effect on your business, which could be either positive or negative. That is why we have developed a series of workshops to break down the challenge into manageable activities that can be measured, tested and implemented in a structured manner for maximum benefit and minimum risk.
Services we offer:
Customer experience mapping.
Customer journey design and implementation.
Creating and developing a single customer view.
Business impact analysis - commercial modelling.
Customer expectations are rising rapidly as their personal experience with connected technologies increases and becomes more embedded into day to day activities.
Yet many businesses are falling behind in providing a unique, personalised experience through all their offline, online and mobile channels. But these experiences create preference and loyalty, and keep customers coming back.
This is not a new concept. Traditional shops of the past often knew the name and shopping preferences of each customer. What has changed is that getting the right product to the right person at the right time has become increasingly complex amid an expanding number of new channels, technologies and customer expectations.
In a digital world, consumers move seamlessly between offline, online and mobile channels. This blurring of the lines requires organisations to stop treating digital as a distinct channel and create an integrated customer experience through all channels.
Companies must aim for a more personal relationship with their customers. A one-size-fits-all approach will become less and less effective as consumers become highly heterogeneous and global, with very diverse preferences, cultures, technology awareness and socioeconomic backgrounds.
Personalising the marketing message may seem challenging, but it can be achieved by using a structured road map and an integrated marketing strategy. These are developed from a data strategy that creates a single view of customers with detailed categorisations. The transition to personalisation therefore becomes easier and the journey towards true multi-channel personalisation more achievable.
Despite its complexity a multi-channel approach brings tremendous opportunities for organisations to capitalise on its benefits that range from building new strategies and selecting the right enabling technologies to remaking the marketing function.
Services we offer:
Creating a single customer view - personas and behaviour mapping.
Designing and developing end to end customer journeys.
Insight and support on data and marketing automation.
Developing integrated marketing campaigns (multi-channel).
User experience and solution design
Whether we are learning about your current state or designing something new, we always start with your end user. Developing a detailed understanding of what your users expect and experience when they interact with your business allows you to develop a longstanding relationship built on trust and confidence.
You understand exactly what your users are doing and how they are thinking by walking in their shoes. You can then rethink services and interfaces to imagine a simpler, better, and more delightful future. In addition to understanding your end users, you will also gain insight into the business processes and technology you need to fulfil the requirements, efficiently and effectively.
We then help to develop prototypes to test with real users, gather feedback and iterate through different design stages. Success in testing leads into scaling the design to fit the business – we engage with the right people throughout your organisation (IT, legal, marketing, sales, operations and logistics/transport). We help spot and fix the complex operational and organisational challenges that can stand in the way of providing great experiences.
Collinson Grant believes in robust long term solutions so we help build your capabilities throughout your business, in all levels of its organisational structure, so you maintain knowledge and ability for future use.
Example uses of the experience design process:
Understand your customers and end users (internal and/or external) better.
Build personas of your customers to improve business engagement.
Create user journeys with business specific stories to improve business process.
Improve the touch points of your services so they become more efficient and engaging.
Improve multi-channel communications and engagement.
Typical outputs from our process include:
A very clear qualitative and quantitative understanding of your current user experience.
Commercial understanding of the outcomes, which allows you to redesign the experience.
Prioritised roadmap of what needs to happen to get you from where you are today to where you want to be.
Measurement matrix to monitor progress and success.
Development plan for the capabilities and culture of your organisation to do all of this.