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The Four Fundamentals

New technology and evolving customer expectations are fuelling the need for businesses to change. But when your customer experience is your brand, you’ll need more than surface-level adjustments to keep pace with competitors and benchmarks set by leaders in other sectors.

Today’s businesses need to be set up to provide more personal, intuitive and responsive services that dynamically respond to customer preferences and better predict their needs. This requires a profound shift in the way you approach and sustain the change.

At the heart of achieving this are four fundamentals on which organisations should focus:

  1. Designing the Experience and future services
  2. Identifying the Enablers and requirements
  3. Scaling the Function of the CX team
  4. Shaping the Culture of the company

We call this approach Design-led Change.


Total Experience Design

A great service and a well-designed customer experience are indivisible from the associated ecosystem of people, processes, products, partners and digital platforms that enable it - to have one, you must have the other too. Understanding and acting on this inherent duality is critical to success and is central to our Design-led approach.

  1. Designing the Experience

    Businesses need a compelling vision of their future customer experience with which to engage their teams and demonstrate the value of making the change.

    We work with our clients to:

    Conduct qualitative design research and draw inspiration from leaders in other sectors.

    Develop the vision and strategy for the target experience and the principles of success.

    Create customer personas to build empathy with those you are designing for.

    Imagine new solutions and design target journeys to realise the desired customer experience.

    Detail omnichannel design across the interrelated touchpoints and channels in play.

    Prototype and pilot to assess customer and business value.

    Define the value case to reassure decision makers about the rationale for investment and change.

    Designing the Experience
  2. Defining the Enablers

    You need clear sight of the system of enablers required to deliver the target experience, what they need to be able to do and how they interrelate, to make it happen.

    We work with our clients to:

    Identify the enablers required to achieve the desired outcomes for customers and the business.

    Design the service ecosystem determining how the components relate to each other.

    Define the roles and behaviours to support new ways of working and develop training.

    Co-create the operational design to deliver the services and products.

    Plot experience roadmaps to focus energy and sequence the projects that will drive change.

    Defining the Enablers
  3. Scaling the CX Function

    You need a group of motivated people capable of evolving the experience, enablers and culture. Their role is integral to inspiring and supporting the wider organisation to invest in services and deliver them with care.

    We work with our clients to:

    Run customer experience training to engage teams in the design process and the tools used.

    Develop training resources and toolkits to equip teams with the right methods and resources.

    Support the integration of CX teams by engaging others in their role in the customer experience.

    Engage stakeholders in co-developing the change plans, roles and responsibilities to realise delivery.

    Create the right structure and governance to support and empower CX teams to make change happen.

    Scaling the CX Function
  4. Shaping the Company Culture

    Your people need a set of beliefs, ways of working and an attitude that inspires them to be more customer-centred. Aside from the direct customer experience function, everybody needs to see the value, understand their role and their impact on the customer experience.

    We work with our clients to:

    Assess CX Maturity across the business and identify objectives and areas of focus.

    Run leadership team and frontline colleague training in new, customer-centred ways of working.

    Involve colleagues in service design projects to learn by doing.

    Facilitate forums with departmental CX leads to share best practice and the challenges they face.

    Develop internal communications of the vision, plan and progress towards strategic goals.  

    Shaping the Company Culture