Goal
Develop a data-driven approach to identify potential business opportunities for creating differentiated customer experiences.
Role
Project initiator and lead
Timeline
The project took two years from conception to full implementation as part of the CX operating model, including piloting a blueprint.
Approach
My team and I convened a two-day workshop with our data partners and business stakeholders to focus on one specific step of the customer journey. By mapping friction points identified by different data sources to an omnichannel journey map and conducting an affinity clustering exercise, we revealed patterns and themes. After layering on financial data, we conducted a high-level ROI analysis to identify the most viable opportunity areas.
We also explored industry, technology, and CX trends and conducted a competitive assessment through the lens of the customer. These insights helped the team envision the future-state experience, develop business cases, create a short-term and long-term roadmap, and devise early design concepts.
The framework has been successful in aligning the working team and identifying strategic CX opportunity areas with high ROI projections. It is now applied in many product areas.
Deliverables
The project successfully implemented a rigorous, data-driven approach that effectively identified and unlocked white spaces and innovation opportunities. Furthermore, this approach fostered a culture of collaboration and cross-functional teamwork, resulting in a more cohesive and productive working model.
ANDREAS WOELK 