Celfocus Customer eXperience eXcellence Methodology

Taking the Customer Experience to New Heights

KEY TAKEAWAYS

Understand why the user experience matters

How to design a Customer centric experience

Learn more about Celfocus Design Methodology

WHO SHOULD READ THIS DOCUMENT

Head of Customer Experience

Head of Design

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The more engaged customers are, the more they are willing to recommend, buy and become brand ambassadors.

The Customer Experience Matters

Not long ago companies owned, in many dimensions, the customer relationship. They set the rules of engagement and, as Henry Ford once famously said, “Any customer can have a car painted any colour that he wants so long as it is black”.

Can you imagine, in today’s economy, a carmaker making a similar statement?

Successful brands do not push or dictate, they engage and involve customers, catering to their needs, listening to their preferences and collaboratively evolving to deliver an unmatched experience.

In the digital economy, products can be easily copied but relationships are difficult to replicate. We invest so much in setting up our favourite playlists, or organizing our grocery list that, even if we are paying more, we have a hard time changing, unless the relationship is somehow affected.

The customer experience is about ensuring all customer touchpoints support the organisation’s narrative and are customer centric instead of operation oriented.

The digital revolution has shifted this power equation by empowering people, either as citizens or as customers, to have much tighter control over the experience. Control equals power and determines the relationship dynamic.

Customer Centric

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Non-Assisted ChannelseShop & Self-Care

Assisted ChannelsShops, Call Center & Partners

Customer Journeys as a Differentiator

Mass customization has been hailed as the last frontier in customer experience.

The ability to provide a personalised solution through whatever channel selected by the customer, while taking advantage of economies of scale that are found in very few industries but remains a goal for many.

Ensuring that, regardless of their channel of choice, the journey remains seamless and context based is becoming increasingly challenging, leading companies and CSPs, to continue lagging in delivering exciting experiences, regardless of their digital transformation efforts.

Touchpoints present endless

possibilities

Imagine logging in to the Communication Service Provider (CSP) ecommerce platform to upgrade your current service bundle. After browsing and finding the right package, you still have questions. What to do next?

Imagine now that your CSP gives you the possibility to go to a different platform but, because it is older and less technologically advanced, the look and feel is different and the experience changes. You struggle to find an answer, and know that calling the contact centre means waiting and having to explain everything several times. We all know where this is heading.

For you, it is still the same company but, from a customer journey perspective,it is something else.

Research suggests there is a positive correlation between customer journeys and customer loyalty. Moreover, companies that perform best on journeys have a more distinct competitive advantage than those that excel at touchpoints.

Having a holistic view of the customer experience means having the same graphical language in all touchpoints and platforms, reinforcing the brand and creating service differentiators that can be challenging to copy by the competition.

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In a not so recent past, the majority of interactions between organisations and customers occurred in the retail shop. Then came the contact centre and other channels, delivering a cross channel experience.

Still, each channel was an island, owned by different teams, operating under a specific set of processes, department bound. These channels acted mainly as pipes, duping interaction data into central CRM systems, often not available to people on the field, those who really need information to provide a better customer experience.

Today, we have entered a new Age where companies thrive not only because they have the best solutions but also because they offer the best service and put their customer at the centre of the business.

Moving from transactions to customer

journeys

However, this opportunity can become a threat when it is badly executed leading to a dissonant experience.

One of the areas where this is more evident is in organisations that force customers to learn how to interact using a manifold of applications that are not consistent. The company logo is the same but such a poor experience, instead of building brand equity, destroys it.

Being able to engage customers through different channels not only opens the organization to the world but also adds to the bottom-line.

By integrating all channels and prioritizing journeys over transactional experiences, companies are now in a position to deliver a truly omnichannel experience.

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Customer experience includes all aspects of the interaction with the company, its services, products and touchpoints.

Designing good experiences requires a multi-disciplinary approach, with expertise in different areas like user research, interaction design, graphic design, digital marketing, front-end development and areas not directly related to the customer experience such as customer business and technology. It should take in consideration:

Customers: Develop solutions focused on customer needs and desires, involving them along the design process.

Business: Identify business goals and assure that the designed solution fulfils business needs and is future proof.

Technology: Guarantee the applicability of the proposed solutions with a focus on usability and system performance.

Celfocus Customer eXperience eXcellenceMethodology

Celfocus uses a research and delivery framework, engaging design from the customer’s perspective. This is a cornerstone of how Celfocus believes a great experience can be achieved.

One of the key principles of Celfocus’ projects is to involve customers in the design process.

The involvement of key stakeholders, not only improves the project’s output but also facilitates the decision-making process.

The Design team is involved in the project’s early stages, working together with the Functional Analysis team. While functional analysts focus on the business, Customer Experience Designers are focused on customers’ needs.

Combining these two streams with inputs from the technical team results in a customer centric solution, responding to business goals and technical feasibility.

Business

Business Goals | Requirements

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CXFig. 1: Customer

Experience Approach

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The 3 Ds approachDesigning for Customers

Does your organisation need assistance in

idealising new solutions?

Do you feel there is space to improve the customer experience?

Is the organisation involved in deploying

multi-channel solutions?

If the answer to these questions is YES, then Celfocus Customer eXperience eXcellence Methodology and our dedicated team of experts can support your design objectives.

What sets Celfocus design team apart is the total dedication and focus to support CSPs, across the globe.

The knowledge gained from participating in consumer and enterprise projects; assisted and unassisted channels; mobile and web devices projects enabled the continuous development of a rich and tested methodology, leveraged by the use of different techniques and a delivery framework where Customer Experience is the main pillar.

From Celfocus’ perspective, design is a corporate responsibility shared among different stakeholders, which is why our teams are multidisciplinary: to better understand both business requirements and technical specifications with customer involvement, across all design phases.

The 3 Ds approach

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1 2 3 Discover Define Develop

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Learn | Share | Ideate

Some of the deliverables and techniques used during this phase include:

The Discover Phase

At the end of this phase, a Customer Experience designer will have a deeper understanding of customer´s needs and goals.

The Discover phase is where Celfocus’ designers immerse in the project to get the background needed to make design decisions.

Understand in detail the client’s context using different lenses, which include learning more about the customer, competition, business, processes and the applications used.

The main goal of this phase is to learn, as much as possible, about the client’s business, project goals, customer´s needs and competitors.

Scope, stakeholders and goals project definition

Client environment analysis

Stakeholders mapping

Shadowing, interviews and immersion

Personas definition

Ideation

Benchmarking

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Prototype | Test

Some of the most important deliverables and techniques employed include:

The Define Phase

At the end of this phase, Customer Experience Designers will have designed the customer journeys, rough prototypes and interactive storyboards and tested them with real users.

The Define phase begins with a broad exploration of possibilities for serving the unmet needs revealed in the Discover phase and moves through ideation, multiple-prototyping and concept enrichment. This is a collaborative and iterative phase with active customer participation, resulting in the project scope definition, features and functionalities.

By using a myriad of techniques and tools, the project team is able to quickly present the first proposals thus enabling fast feedback cycles, lower costs and risks.

Card sorting and information architecture

Paper Prototyping

Wireframing

User Testing

Customer journeys Definition

Social sharing

A-B alignment

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Visualise | Code

Some of the main tasks include:

The Develop Phase

In the Develop phase, Customer Experience Designers create the visual designs and assets to deliver to the development team. The goal of this phase is to demonstrate what the solution will look like when it goes live.

Front-end developers will transform into code the visual designs, turning concepts developed in the Define phase into reality. A cross-browser and multi-device compatible HTML and CSS structure is created and used as “template” by the development team.

Visual design

Style guides development

SEO

Front end development

Design guides interaction

By the end of this phase, a Customer Experience designer will have produced the visual layouts, the visual and interaction guides. Will also have made the html and CSS structure and created the assets to deliver to the development team.

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Taking Customer Experienceto New Heights

Celfocus Customer eXperience eXcellence Methodology has been used in a multitude of projects, covering different scenarios and uses cases. It has proven to be adaptable, flexible and, most importantly, effective.

By bringing together different stakeholders and creating a single graphical code and language, it fosters collaboration, participation and sharing. Multidisciplinary teams have different tools available to establish a common baseline, which allows for the design of a customer-centric experience. The main benefits arising from using this methodology include:

Bring a design mood to projects, from conceptualization to development.

Contribute with deliverables that are easy to “read” and easy to approve.

Use design techniques that promote the participation of different stakeholders (customer included) speeding up approval process.

Focus on end users by being customer centric.

Validate solutions in early stages of the project reducing rework costs.

Present solutions that contribute to the WOW factor (beautiful and easy to use).

CX CX

CX CX

CX CX

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CELFOCUS – Soluções Informáticas para Telecomunicações, S.A. Avenida D. João II, Lote 34Parque das Nações1998-031 Lisboa, PortugalTel. +351 213 836 300 . Fax +351 213 836 301www.celfocus.com

Celfocus is a fast growing, global high-tech company with a reputation for developing and implementing successful projects and solutions that drive business value for the telecommunications industry.

By combining a deep business knowledge with the understanding of different technologies, while never losing sight of the customer experience, Celfocus built a reputation leveraged on an unexcelled track record.

Serving Clients in 25+ countries, Celfocus helps organizations transform their business in order to improve competitive positioning and ultimately their performance.

For more information about CELFOCUS, please visit our websitewww.celfocus.com

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