Elevating and differentiating customer experience
Challenge
The Director of Experience at a telecoms multinational asked Plan to help define a set of design principles to elevate and differentiate the CX across a wide portfolio. After a period of rapid growth, the portfolio was being rationalised, in parallel with a push to raise the quality and differentiation of the core products. The two main challenges were defining principles that pushed beyond industry best-practice and could provide differentiated value across the portfolio; and communicating them in an actionable and engaging manner. Our role was to facilitate clarity and precision, and then develop content for an internal communication tool.
Approach
In a series of workshops, we helped the team to define a future experience that would be genuinely progressive and distinctive.
We then co-developed explanatory and guidance content, which included: clear definitions, why it mattered to the business, supporting insights and trends, exemplary case studies from parallel industries, plus idea prompts and checklists for each principle.
We designed the initial layout of a book, before handing it over to an internal communication team, as well as advising on team engagement tactics.
Impact
- Buy-in from the Head of Design and CEO
- The principles were rapidly adopted by product teams across the business, as they were genuinely distinctive and actionable
- The book was used as a key evangelisation tool by the design team throughout the product organisation
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