Putting ‘Customer Experience’ At The Heart of Service Delivery and Development.
Situation Of this IT Services Organization
In a increasingly competitive market place and to support the university’s 10 year vision, the IT Services department of this international research and education provider sought to switch towards a “customer experience” mentality.
With tens of thousand of customers with different goals and types of experiences working with the team, teasing out differing needs was critical. Jane was engaged for the project.
Objectives For The Project
1. Develop a shared understanding of customer needs & pain points through development of customer persona(s) based on knowledge (not opinion).
2. Collect and analyse disparate knowledge across teams and data silos.
3. Build on team enthusiasm for understanding of customer needs.
Actions In Project Plan
- Preparatory market research to understand core market context, particularly on-going change.
- ~40 market research data sources, including digital customer touch points, such as web analytics, and customer support analytics, were explored.
- Internal stakeholder interviews and an alignment workshop identified disparate data sources, pooled team knowledge and encouraged engagement.
- Semi-structured customer interviews with ~70 customers filled knowledge gaps. The “LP” data analysis methodology enabled the team to share knowledge and identify critical ‘voices’.
Case Study Results
- Five detailed B2B customer persona each with their ‘ecosystem’ of influences grounded in the market space, and each clearly differentiated from the others.
- The ability to develop customer experience metrics and improvements aligned to customer need, including those formerly invisible.
- Customer empathy and a shared language as corner stones for change which requires team involvement and commitment.
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