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

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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.

Customer-centre

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 defined 

  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 continuously 

Customer-centre

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 defined 

  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 continuously 

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 scope 

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 scope 

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  

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