Following the development of its Brand Strategy with Level5, a leading Canadian credit card issuer sought to embed and operationalize its Brand Promise across all customer touch points. The company launched this initiative in response to a broader enterprise mandate to become more customer-centric.
The organization’s initiative was large in scope; the company realized that intensive change was required to become truly customer-centric. Taking this into account, Level5 developed a comprehensive record of all customer facing processes and touch points. Level5’s process mapping also outlined an overlay of process accountabilities and key metrics to track the performance of each process and touch point.
Next, our team performed segmentation analysis to identify key customer groups and validate the most important rational and emotional drivers in the journey of each customer group. Each group’s rational and emotional drivers were mapped to the specific touchpoints where customers expected to ‘experience’ each driver. To ensure that the company could consistently deliver a positive customer-experience, leadership accountabilities were defined at each key stage of the journey.
Finally, Level5 worked closely with cross-functional teams to define and measure KPIs at key moments of truth along the customer journey. These teams are now accountable for the performance of the critical customer drivers that guide all respective journey stages. This phase was completed with the alignment and involvement of the company’s Executive Team.
Impact & Results
- Increased cross-functional collaboration within the organization
- Improved customer experience across touchpoints
- Decreased time to resolution via customer feedback insights
- Influenced call centre strategy to better serve customer needs and meet existing pain points