Building a Roadmap Back to Work

To provide the strong foundation on which we would revitalise icare’s customer experience, we conducted a deep dive into their client’s actual end to end journey.

By tracking negative interactions and moments of customer truth we were able to understand, in detail, exactly where workers did and didn’t value the experiences with icare’s team.

From that granular approach, we built an actionable suite of initiatives that would refocus the customer experience, eliminating pain points and bringing about a positive and lasting cultural change.

iCare injured workers and Proto conducting customer research workshop iCare and Proto research workshop

Compassion and Understanding

Our first step in building icare’s new CX program was to make sure everyone was on the same page, interviewing key stakeholders and reviewing past initiatives and existing customer research.

At Proto, we understand that the best way to build and deliver an innovative CX design, that consistently delivers results, is to focus, truly and viscerally, on our client's customers and their needs.

So, with both icare and Proto in full alignment on the goals, timing and methods of the project, we were able to drill down into the current customer journey, pulling invaluable data from online surveys, face-to-face interviews, customer diaries and working hand-in-hand with icare staff by shadowing call-centre staff and double-jacking during customer calls.

iCare employees generating ideas during Proto workshop iCare in group research workshop
iCare and Proto generating ideas along the customer journey during group workshop

From Raw Data to Actionable Insights

Drawing on the data produced by our customer analysis, we were able to identify four main themes or areas of friction on the customer journey that would need to be addressed.

As part of our “outside-in” approach to CX design, our next step was to communicate these themes with icare, both to project stakeholders and the wider organisation. Helping staff develop a deeper understanding of their customer’s needs and communicating experiences and verbatims that could be leveraged across the entire organisation.

Proto presentation to iCare employees

Enabling Change and Embedding Customer-Centric Culture

Working closely with the icare team, we created eleven actionable initiatives that worked in concert to eliminate the identified areas of friction and create a roadmap to the ideal customer journey. This resulted in a 69% increase in the number of service requests communicated within 5 days and a significant 41-day reduction in approval times.

We introduced a defined set of customer experience principles, based on the insights revealed by our research. Guided by these principles icare implemented initiatives which increased the number of low risk service requests communicated the same day by 82% and enabled 56% more service requests to be classified as low risk vs. high risk.

We left icare with a clear, actionable and scalable customer experience strategy built on respect, choice and support that adapted to their customer’s changing needs and a customer experience vision that would keep those needs at the heart of future business decisions.

Diagram of CX principles and how they relate to trust

“The outcome of the prototyping has been exceptional and we continue to use the knowledge and expertise that Proto Partners shared with us during their engagement. The icing on the cake for me was that Proto Partners captured all of the insights from the customer workshops into an organisational asset that we now use as an integral part of our toolkit for training and briefing new team members.”

Sharon Nannetti, Optimal Care Program Director at icare

Delivering phenomenal outcomes


“Working with Proto was a leap of faith, but they have become a major strategic partner in our CX evolution. The work they've developed and the way we've been able to embed it in the organisation has been absolutely phenomenal, and we're getting the outcomes we want.”

Felicity Clark Customer Experience Manager

Bringing a new approach and mindset


“Proto is different. They roll up their sleeves and get busy working with us to do thing we wouldn’t have been able to do ourselves. They bring a new approach and mindset to get fresh insight by using design tools and methodologies that create solutions to really get things done!”

Michael Storey Head of Customer Engagement

Halving your customer churn


“Without the customer experience insights from the research program, we would not have been able to identify the acquisition issues that we had. Changes to the customer interactions that led up to financial protection have reduced the outflow rates by 50%.”

Felicity Rowcliff Dean Customer Centred Design Manager

Take your NPS score to the next level


“From an NPS perspective, I have gone Spinal Tap on you guys and gone to 11. I still think the work you did with us, the way you went about it and the deliverables amounted to one of the best pieces of consulting advice I’ve ever commissioned.”

Matthew Liebmann Chief Operating Officer

Exceptional prototyping


“The outcome of the prototyping has been exceptional and we continue to use the knowledge and expertise that Proto shared with us during their engagement. The icing on the cake for me was that Proto captured all of the insights from the customer workshops into an organisational asset that we now use as an integral part of our toolkit for training and briefing new team members.”

Sharon Nanetti Optimal Care Program Director

Prioritising what matters


“Proto’s in-depth customer research helped us to uncover underlying customer needs that wouldn’t have been possible without an ‘outside-in’ approach. The team identified the core customer problems and provided actionable insights that enabled us to remove key areas of customer friction and frustration and redesign a credit card experience like no other.”

Christian Johansson Head of Marketing, Customer Finance

Achieving a 20 point increase in NPS


“I have worked with Damian and the team at Proto for several years. In this time, they have worked collaboratively with us to build a roadmap of strategic ‘outside-in’ initiatives that ultimately resulted in a 20 point increase in NPS. They imparted a great deal of CX knowledge, approaches and tools that have been invaluable to the team and the business.”

Amanda O'Donnell Head of Customer Experience

Insight driven, customer centric ideas


“Proto revealed and captured a ton of insights, putting Gumtree in a position where we can take our experience from good to great!”

Coen Horrevoets Head of Product

Award-winning customer experiences


“We won the AFR Smart Investor SMILES award for Best Online Broker. This award is based on customer voting and I believe this was as a result of a clearer focus on our existing clients which you helped us to understand.”

Arnie Selvarajah Chief Executive Officer

Design that reduces cost to serve


“The Proto team demonstrated flexibility in their approach which made such a refreshing change. They took the time to coach and mentor each of us in a highly creative and energetic environment. Furthernore, they helped us exceed our customer satisfaction targets, all whilst stripping out in excess of 20% of our service costs in under 12 months. Proto helped us to stay focussed on the customer which enabled us to win in the market.”

Matthew Anderson Chief Operating Officer

Service innovation at scale


“We worked with Proto on an exciting & unprecedented challenge at Optus, to design the customer experience of the future. Damian & the team had high energy & together we operated as ‘one team’. Proto worked hand in hand with us to bring the internal team up to speed, & also brought in global experts to work with us to take our deliverables to another level of quality & innovation.”

Dan Sunderland Director of Customer Experience Strategy and Planning

Actionable Customer Strategies


“Proto developed a membership strategy that addressed points of friction along our members journey, identified opportunities to improve and clarified the types of engagement that our members needed at the different stages in their career. We were impressed with the depth of insight that Proto were able to bring to the project - as well as the energy and ideas that they helped to generate.”

Sarah Prescott-Thompson General Manager Shared Services

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