REDESIGN
CARE
Industry
FMCG / Bottling Company
Client
Leading Multinational FMCG Company
Challenge
How might we be the preferred partner of our customers by shifting traditional customer service approach; not just selling or delivering but caring for them?
Methods
Customer Experience Design
Business Design
Design Thinking
Customer Journey Map
Ethnographic Research
Corporate Empathy
In-Project Workshops
• "Speed Ideation" with Groceries
• "Speed Ideation" with Restaurants
• "Speed Ideation" with Distributors
• "Idea Marathon" with Leadership Team
Project In A Nutshell
• Led by the Customer Service Group
• Stakeholders included:
- 3 Business Units
- 4 Support Functions
• Corporate Empathy
- 21 Stakeholders
• Target Segments
- Traditional Channel / Groceries
- On-premise / Restaurants, Cafes, Kiosks
• Ethnographic Research
- 20+ 1-to-1 qualitative interviews
- Truck Experience / 60+ shop visits
• Synthesis
- Customer Pain / Gain Points
- Jobs To Be Done
• Customer Journey
- As is
- To be
• 3 Speed Ideation Workshops
- 30+ groceries
- 30+ restaurant owners
- 20+ distributors
• 97 ideas generated
- Ideas are segmented and prioritized
- 20 ideas were detailed
- 8 ideas selected to implementation
• A Brand New Customer Service Model is designed
- 2 domains
- 16 engagement areas