← Steve Rayner

The problem

Finding the weak links in the purchase process for both retail and corporate customers.

Getting to know the business

With the management team, a service blueprint was sketched out to illustrate the frontstage interactions between staff and customers, the backstage activities and supporting technology. Each of the team was interviewed to gain a broad picture of their perspectives on the organisation's purchase process.

Getting to know the staff

Following interviews with the sales staff the collated results were plotted to illustrate their highs and lows on the sales journey established in the service blueprint.

Getting to know the customers

Interviews were conducted with retail and corporate customers for their impressions of the experience - both positive and negative.

Personas

By synthesising the interview data four retail personas were created to demonstrate the desired customer experience. As the organisation had previously been exposed to the Insights Discovery self-awareness tools, it was decided to include a reference to each persona's 'colour energy' as part of the psychographic information.

For the purposes of forming consensus and understanding in the corporate sales team, three corporate personas were also produced.

Purchase journeys

The personas were mapped to journeys and these were then overlayed onto the staff journeys to show common areas of concern to be addressed.

Workshop ideation

The management team were divided into small groups to ideate possible solutions from the points of view of the personas. The outcomes were discussed and sorted by level of priority and finally a RACI diagram was drawn up to indicate actionable items and responsibilities.