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.
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.