Customer Centric Design
The Customer-Centric Design capability within Convergenc3 enables a positive customer experience throughout the entire customer lifecycle, from brand awareness to repeat business, resulting in increased customer loyalty and business growth. Convergenc3 uses three key approaches to aid your organisation in placing customers at the centre of day-to-day processes:
Customer Centric Design
The Customer-Centric Design capability within Convergenc3 enables a positive customer experience throughout the entire customer lifecycle, from brand awareness to repeat business, resulting in increased customer loyalty and business growth. Convergenc3 uses three key approaches to aid your organisation in placing customers at the centre of day-to-day processes:
How it works
Establishing an actionable and clear customer vision statement
Voice of the customer
Defining from the perspective of the customer, a detailed description of the features and functions desired in your service or product;
Customer journey mapping
Creating a visual story of your customer’s interactions with your organisation by outlining key events, customer motivations and areas of friction within their experience.
Customer vision statement
Gathering information on what is important to your customer and summarising these findings through an actionable statement that is understandable to everyone in your organisation.
Design thinking activities applied at each phase
The established customer centric design oversight team follows a three-phase approach to define a customer vision statement, which is then broken down into actionable steps for each stakeholder representing operations, customer facing systems, internal processes and marketing research to implement.
A design thinking approach is adopted when developing the solution for the customer:
Envisioned benefits
Increased lead to customer conversion
Increased operational efficiency
 Increased customer lifetime value
Envisioned benefits
Increased lead to customer conversion
Increased operational efficiency
 Increased customer lifetime value
Before embarking on your customer centric design journey, a dedicated customer experience oversight team must be established which is composed of internal stakeholders from operations, customer facing systems, internal processes and marketing research.
Before embarking on your customer centric design journey, a dedicated customer experience oversight team must be established which is composed of internal stakeholders from operations, customer facing systems, internal processes and marketing research.
Goal: Place your customer at the centre of the day-to-day process
The established customer centric design oversight team will have a kickoff meeting where they collectively formally define the goal of the customer centric design initiative.
 Clear direction to reaching that goal from a cultural shift perspective must be definedÂ
 Mile markers represent predetermined times from which the progress to achieving goal is measured
 Any frustrations experienced by customers during the performance measurement are identified and addressed continuouslyÂ
Goal: Place your customer at the centre of the day-to-day process
The established customer centric design oversight team will have a kickoff meeting where they collectively formally define the goal of the customer centric design initiative.
 Clear direction to reaching that goal from a cultural shift perspective must be definedÂ
 Mile markers represent predetermined times from which the progress to achieving goal is measured
 Any frustrations experienced by customers during the performance measurement are identified and addressed continuouslyÂ
Signature Solution Summarised Approach
Phase 1
Approach to creating your customer journey map.
Customer journey mapping helps you identify the frustrations your customers have by providing solutions to improve customer experience along the typical customer lifecycle phases which are awareness, research, decision, use, service/support and renew/leave. By understanding your customer frustrations along each lifecycle phase, you can minimise the risk of losing customers due to bad customer experience. Depending on your project scope and budget, different mapping objects provide different level of detail into your customer’s journey.
Decide your journey mapping objectives
Current state maps
Focus on thoughts, feelings and actions your customer experiences during the stages of interaction with the brand
Day in life maps
Take broader view of your customer, encompassing their thoughts and feelings during the day including times when not interacting with your brand.
Future state maps
Set goals of what the feelings and actions of your customers should be when they interact with your brand.
Phase 2
Establishing your customer persona
Before you optimize your customer experience along the typical customer lifecycle phases, describing your target customer segments will help you target your customer experience improvement initiatives per project scopeÂ
Phase 2
Establishing your customer persona
Before you optimize your customer experience along the typical customer lifecycle phases, describing your target customer segments will help you target your customer experience improvement initiatives per project scopeÂ
Phase 3
Embedding design thinking
When developing the solutions to attend to existing customer frustrations, it is important to adopt the design thinking methodology which ensures that customers are involved in solution making Â
Phase 3
Embedding design thinking
When developing the solutions to attend to existing customer frustrations, it is important to adopt the design thinking methodology which ensures that customers are involved in solution making Â
