Background
Having established an award-wining customer experience approach, Three already knew a thing or two about CX! When they wanted to take that customer-experience even further, they engaged W5 to help them review select omnichannel consumer sales journeys. In doing so, Three recognised the potential to shift its cultural focus even further toward the customer by enabling cross-functional teams to collectively consider those journeys from the customer’s perspective, while overlaying the service blueprint associated with each. The objective was to identify opportunities within and across journeys to improve the customer and employee’s experience of those journeys both within channel and across channels.
How we Helped
Following a clear definition of the customer journeys and personas to be reviewed, W5 undertook a period of deep discovery, living several real customer journeys, documenting the detail and artefacts at each step and simultaneously engaging with over 100 people from right across Three to understand the corresponding processes, systems and resources engaged. We then embarked on a series of cross-functional workshops to understand, challenge and build upon the ‘As Is’ in order to identify development opportunities.
Results
Together, we identified several potential improvements, spanning strategic, tactical, communications and signposting initiatives. The output of this work is informing customer-centric change across Three, to alleviate customer and employee challenges across these journeys. What’s more, together we have re-invigorated the organisations around with a focus on delivering consistently superior customer experience, and in doing so, enabling augmentation of the employee experience in parallel.
