Designing a multi-channel experience
Aligning the customer’s retail and online interactions in order to provide a seamless end-to-end experience for two moments within the customer lifecycle: contract renewals and device repairs.
When it comes to renewing a phone contract or getting the device, customers use a combination of offline and online channels to interact with the service provided by Vodafone - website, mobile app, shops, the call centre and social media. But because these channels have been designed in isolation, the overall customer experience is interrupted, redundant or confusing; moreover, customers fear that the broken experience resulys in losing their pecious phone data.
Together with Vodafone we set out to understand the current experience and identify opportunities to align the different channels as well as Vodafone's content backup service. As a result, we designed two service concepts that would blur the line between the two channels by enhancing each-other’s value when used in combination.
The project applied different user centred and service design methodologies to understand customers, define the value proposition and design the service offer. Additionally, the service was developed incrementally, where improvements resulted of customer validation as well as identified technology and organisational limitations.
After conducting several interviews in six Vodafone stores across The Netherlands we were able to validate a clear need for backing up data. It was clear that users wanted to preserve the information on their devices and wanted no hassle when doing so. However, the research also confirmed that customers already use similar services for this purpose – like iCloud - and the high acceptance and market relevance that such solutions have.
Moreover, store personnel had a similar perspective on this matter; they would often suggest customers to use other services to back up their data and transfer it to another device. This meant that despite the need, neither customers nor staff expected Vodafone to offer a service to fulfil it. It was clear that a partnership with a backup service, which has a strong market presence, would be a key service element for the experience we would design.
Research findings were used to map the as-is customer journey and to identify gaps and opportunities. Additionally, the research uncovered customer attitudes and behaviours towards renewal and repair experiences, like the expected duration of an in-store interaction or the frequency on which data is backed up. As a result, we defined five design principles that would be the baseline for redesigning the renewal and repair journeys.
Together with Vodafone, we defined design principles and strategic opportunities to guide the service re-design. A new customer journey was mapped together with the basic back-end service activities that would be required to provide the new experience. Additionally, different service elements were designed in further detail in order to showcase the overall concept and how this could be implemented.