Customer Centric Solutions: Helping companies become more customer centric through CX strategy

Becoming customer centric requires a mindset of curiosity. Asking questions, listening, and observing. Seeking foremost to understand, not to explain.

We help you build a clearer, deeper understanding of your customer’s mindset. We uncover what motivates them, what values they hold, and what is truly at the core of their affinity and emotional connection to you and your brand.

Customer Centric Solutions: Customer Experience Strategy

CX Strategy

How do you make sure you are delivering on your overall brand promise? Do you have an overall CX Strategy unique to your brand that delivers on the functional, emotional, and social needs of your targeted customers? One that is built based upon an understanding of customer expectations, wants and needs at each stage in the journey? We’ll help you!

Customer Centric Solutions: CX Strategy for ecobee

"Building an understanding of the underlying motivations and values of different customer segments was critical to aligning our overall CX strategy with our new Brand positioning."

- Jackie Poriadjian-Asch, CMO + Chief Revenue Officer at ecobee

Customer Centric Solutions: Customer Segmentation for G Adventures

"Segmenting our travellers based upon their underlying motivation to travel, values and attitudes about small group travel is helping us better target and engage with them along the customer journey. It's about delivering the right message to the right person at the right time."

- Lauren Michell, VP Marketing and Customer Experience at G Adventures

Customer Centric Solutions: Customer Segmentation

Customer Segmentation

Looking for a better way to segment customers? We leverage Bain’s Elements of Value framework to get at the underlying functional, emotional, and aspirational values sought after by customers. Our approach helps you uncover the different elements of value that form the basis of the bond between you and your targeted customers segments.

Customer Centric Solutions: JTBD Interviews

Jobs-to-be-done Interviews

Want to better understand switching behavior or why people “hire” your product or service?  We leverage the uniquely crafted JTBD interview approach to answer these questions. We help you and your organization build an understanding of the motivational forces at play (push, pull, habit, and anxiety) when customers consider your product or service offering.

Customer Centric Solutions: Four Forces Model in Jobs To Be Done Interviews with Porch

"The Four Forces Model (used during JTBD interviews) is like 'gold'. It helped us build a better understanding of homeowner motivations and switching behavior when considering Porch services related to moving in, repairing, upgrading, maintaining or improving their home."

- Kyle Sandburg, VP Strategy at Porch

Customer Centric Solutions: Journey Mapping for Canada Goose

"We didn’t realize how important the post-purchase experience truly was to our customers until we broke down the journey and listened to the voice of the customer at each stage in their journey."

- Pat Louis, Senior Director of Customer Experience, Canada Goose

Customer Centric Solutions: Customer Journey Mapping

Customer journey mapping

Journey maps are an important platform on which to build a better understanding of customer expectations, wants and needs. We recommend a data-driven approach to journey mapping based upon insights gained through a combination of qualitative and quantitative research. We leverage the jobs-to-be-done (JTBD) framework as our preferred method of driving this research.

Customer Centric Solutions: Design Sprint Workshops

Design Sprint workshops

The Design Sprint process, created by Jake Knapp of Google Ventures, has proven to be an effective method for quickly conceptualizing, designing, and testing (with actual customers) new product or service concepts. Design Sprints help you not only generate ideas to consider, but, enable the best ideas to compete against each other in anonymity. By not knowing who it came from we arrive at better solutions using this well-tested design process.

Customer Centric Solutions: Design Sprint Process for G Adventures

"The Design Sprint process for ideating on how to improve customer experience at different stages of the journey helped cross-functional teams come together to envision what an ideal traveller experience would look like."

- Lyndon File, Director of Customer Experience, G Adventures

Customer Centric Solutions: Blueprinting Workshop for Lululemon Athletica

"The co-creative Experience Blueprinting workshop helped us align our store operations, retail operations, and technology organizations on how we might improve our existing hemming service offering for our guests."

- Joe Granado, Guest Experience Management, lululemon athletica

Customer Centric Solutions: Service Design Workshop

Service Design workshop

Great experiences don’t happen by chance. They are designed. Experience blueprinting™ helps you co-create, think through and map out both on-stage experiences as well as back-stage operations. It helps you align cross-functional teams on what it will take to deliver the desired customer experience. An experience that delivers on your brand values and attributes - emotional and functional.


 

Want to build a better understanding of why customers hire your product or service?

Customer Centric Solutions: Customer Experience Design Process
 

Design is a function, however, design thinking, is a process. One that cross-functional teams can learn to apply to solve their most challenging customer experiences.

Applying design thinking principles and methods has proven to be the best way to go about both building a clearer, deeper understanding of customer expectations, wants, and needs while delivering products and services to meet or exceed them.

 
Customer Centric Solutions: Diverge vs. Converge Thinking
 

The process of designing customer experiences that are easy (LOW EFFORT), effective (useful), and engaging (memorable) can be arrived at by answering four key questions:

 
CX | Design Thinking | Four Critical Questions
 
 

WHAT IS?
explores the current state of the customer experience based upon their perceptions of it (positive or negative).

WHAT IF?
envisions a future state where critical pain points are resolved at different stages of the customer journey.

WHAT WOWS?
tests initial assumptions and solutions concepts through storyboarding and/or prototyping.

WHAT WORKS?
begins to blueprint experiences (on-stage and back-stage) and conduct learning launches or pilots.

 

Answering these four questions is achieved by leveraging a collection of methods and tools:

 
 
CX Strategy | Methods & Tools | Design Thinking
 

We apply a unique set of methods and tools at different points in the design thinking process depending upon the questions you are trying to answer and address. Applying these design thinking principles and methods has proven to be the best way to go about both building a clearer, deeper understanding of customer expectations, wants, and needs while delivering products and services to meet or exceed them.

The above approach has been adapted from Designing for Growth by Jeanne Liedtka and Tim Ogilvie. This design thinking approach and methodology is currently taught at the Darden School of Business.