← Steve Rayner

The brief

Conceptualise a new solution to foster better communication between customers and consultants.

Understanding

Two personas were created to demonstrate the frustrations experienced by both parties. This was followed by research into the psychology of rewards programmes.

The big idea

The solution was the addition of a timeline of interactions to the rewards website.

Visually, both the customer and the consultant would be presented with an exact visual match of the timeline to aid in forming a common understanding. The timeline would show automated messaging as well as a record of human-to-human interactions with the ability of the consultant to escalate and resolve items.

The system would 'learn' the customer's requirements based on interactions and personalise website content accordingly.

Importantly, a friendly tone of voice would be employed as a conversational means to deepening the relationship between the customer and the programme.