How comprehensive should CX be?

The main characteristic of design is that it is intentional. Our service offering follows this principle and is completely and comprehensively focused on helping brands achieve success through customer-centricity.

We help our partner brands deliver great customer-experiences and business outcomes to stay relevant in an increasingly digitised business ecosystem, from the strategies they formulate to the way they operate.

However, it takes intentionality to deliver great customer-experience. We stay away from app-iffication and over-simplification and, in our work with some of the world’s greatest customer-facing brands, have developed a robust approach to scale customer-centric operations.

Not everything happens at the same altitude.

Being aware of the different levels of problems of our partner brands, we can cut through the noise and work at the right altitude, from the hard to solve, long term and abstract to the smaller, tangible, and short-term opportunities.

Our approach and methodology allows us to solve problems with our partners at the right altitude across their business ecosystem.

There’s always a strategy.

We always start with strategy. Being intentional around what we want to achieve, focusing on big problems, long term and abstract concepts allows us to stretch into a future that’s otherwise fragmented too soon. Our CX Strategy team focuses on this, helping our partner brands to define compelling future visions based on robust principles, understanding of customer motivators and deep knowledge of market trends. This helps formulate an implementable roadmap with clear targets.

Strategy needs form.

Our Proposition design team takes the insight of our customer missions, drivers and motivators and articulates them into products and services that will solve their problems in the best way for the customers and the business. They explore and define 'what we will offer to the customer' and bring the ideal experiences, range, service levels and pricing models. Everything they do is driven by customer and business insight and deep expertise developing concepts and experiences in increasingly digitised business ecosystems.

Every service interaction needs designing.

Our service design team collaborates closely with strategy and propositions teams to figure out, down to the last detail, what we will need to do to make the proposition happen as planned. Nothing is left to chance. With their deep expertise in journey mapping, blueprinting and service briefing, they will make sure each interaction along each phase of the customer and operator journey is designed and orchestrated to deliver on the target customer-experience.

Assets are needed to deliver products and services.

At the asset level, physical and digital assets will have to work together to deliver products and services. They will be 'how' we operate the service, to deliver the proposition and realise the strategy. At this altitude, UI /UX designers, product designers, product owners, operations designers, information architects and even scenographers, among others, work together to ensure the services work as intended. Seamless integration is the name of the game. Nothing can be left to chance in the delivery of experiences that cut across multiple channels and touchpoints. Every interaction that has been envisioned in the service design phases needs to be delivered and prototyped; by the end of this phase, any unintended consequences of how they will operate together have been identified and removed.

No activation, no service.

In the end, after undergoing a comprehensive and iterative design process, we will inevitably activate our services. Using the assets to deliver our propositions is where the rubber hits the road. At this level, the business must be set up to conduct all the activities in harmony with minimal friction and waste. Marketers, customer care agents, online merchandisers… they must all be able to execute and collaborate to deliver together.