EYE-D is specialised in (re)designing the customer journey, what is the customer journey and what can this approach do for your service, for your products or product / service combinations?
Designing the Customer Journey is a method to follow your customer and start looking through his or her eyes. Learn that the Customer Journey starts long before a company starts offering services, locate obstacles and see opportunities to create a seamless experiences, be a partner during this customer journey and create added value in your services and a better brand experience.
EYE-D has a toolbox of proven methods to observe, play and learn to get this customer perspective but also has the creative ability to redesign existing services or create complete new service concepts. In the past 10 years I use and optimised methods like observation, interviewing, crowd sourcing, personas, role play, prototyping, etc. to get a better understanding of the customer perspective. But most important, I showed over and over again the ability to translate this into redesigned services, new service concepts or unique product- service combinations.
Case: Multichannel Credit Concept to optimise the buying experience designed for De Lage Lande, a subsidiary of Rabobank. This is a case that is not implemented which is understandable in the current economic crisis but very interesting to explain the benefits of (re)designing the customer journey.
The initial question was to design Kiosks where customers could check- and close their finance credit while buying a new- car, kitchen, bathroom, etc. kiosks that should be placed in showrooms. In the first meeting I realised they wanted to compete with online credit companies and I suggested there should be a bigger scope. With the EYE-D method toolbox we learned that the buying experience starts when customers are orienting themselves on buying on the Internet. Stretching the focus from orientation- to actual closing the buy and after sales created a complete new perspective. At this stage we redefined the proposition that the service should become a partner for the customer from orientation to after sales, crossing channels from virtual- to physical services. Using the customer experience methodologies we found touch-points and obstacles and designed a multichannel concept where at every stage we created the service the customer needed. From an online calculator needed when orienting, personalised email, narrow-casting and kiosk interaction, to official forms to close the loan and good after-sales.
In this credit concept De Lage Lande becomes a parter during the customer journey by offering the right service at the right touch-point, are obstacles taken away and is the Brand in a positive way part of buying a new product. The possibility to lose the customer just at the moment the credit is closed in this concept is smaller because the service perception is higher. A kiosk in a showroom never would be giving the right effect, now the kiosk has a crucial role in the credit concept and preventing losing the customers.
Are you aware that your company is only offering services during a part of the customer journey? EYE-D is your partner in (re)designing the customer journey not only in creating new customer insights but also very successful in creating new service concepts. We have been active in new retail concepts, self-service solutions on airports, mobile services for airlines, etc. Get in touch with us to discuss the possibilities working with EYE-D to serve your customer better over his or her favorite channel on the moment the customer wants to be served.
