Bridging customer insights, technology, and data in a single global framework
We worked with a world-wide recruitment agency aiming to become more customer-centric, while also enhancing their capabilities in leveraging digital technology and data to drive more informed decisions and improve overall effectiveness.
This goal would enable the agency to pinpoint where to invest in digital technology in ways that have a real impact on the customer experience, while also reducing inefficiencies, ultimately lowering operational costs.
To help them achieve this, we created a global framework in TheyDo, bringing together all 3 layers – customer, technology and data – into a single overview that can be used by all Operating Companies (OpCos) across the world.
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Challenge
A multi-layered approach to embedding journey management with TheyDo
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This program had three distinct workstreams:
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Approach
Co-creating a global framework and supercharging journey management
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Our first task was to create a global journey framework that could be adopted by the OpCos locally. We needed to achieve a balance between standardization and flexibility. Standardization allows for comparison, cross-checking, and sharing best practices across OpCos, while flexibility enables local insights and solutions to be incorporated into the framework and managed according to each market’s needs and objectives.
To find this balance, we made the development process highly collaborative, involving interviews with all OpCos to gather their input. This co-creative approach ensured that the framework was comprehensive and relevant to each OpCo’s context.
An interesting observation during this phase was that while all OpCos believed their operations were unique, the journey from a customer’s perspective was remarkably similar across countries. This insight underscored the potential for a global customer framework.
Based on a first assessment of the OpCos’ current capabilities and ways of working, customized training programs were developed, focusing on journey mapping and management in TheyDo, and customer research.
These trainings, together with one to one coaching sessions, allowed the teams to upskill, effectively apply the methodologies and get the most out of the TheyDo platform.
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Outcome
The proof is in the pudding
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The final workstream focused on identifying opportunities to improve existing journeys and demonstrate the value of this new approach. By working closely with the teams, potential areas for improvement were pinpointed, allowing for targeted solutions, which could later serve as proof of the effectiveness of this way of working.
Leveraging ±700 insights (customer pains, needs, observations) that were added to the framework by the teams based on existing knowledge, 120 improvement opportunities were identified and outlined 80 potential solutions.
In combination with TheyDo’s features to evaluate opportunities and solutions based on desirability, feasibility, and viability, the teams were able to prioritize solutions that would drive the greatest impact for both the customer and the business
“Very appropriate level of training. Not too much and not too little. The content was informing and really spot on. I love that the journeys have already been defined and that we can now focus on the parts that are important to our OpCos.”
Participant of the program
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I am a service designer by chance, a creative thinker by nature and a connection seeker by choice. I am a strong advocate of using design and empathy to create meaningful experiences and (re)shape services that deliver value.
