Creating culture of customer obsession for various businesses
Client background & brief:
- The client is a multinational bank, provides a wide range of financial services, including business and retail banking, wealth management, and insurance.
- They are aiming to embed customer obsession culture in their India offices
- How might we define customer obsession for each business area within India offices and design measurable goals to drive improvement in customer outcomes and embed a customer-obsessed culture
How did we support:
- Our support was powered by a 12 week Design Thinking journey -:
- Explore:
- Empathy interactions with various internal stakeholders to understand the real pain points and draw insights
- Also, secondary research including competitor analysis, media scan and analysis, market responsiveness index and analogous industry scan
- Value propositions were defined.
- Ideate:
- Various solution ideas were generated and decomposed
- 3 solutions shortlisted for implementation
- Create:
- The shortlisted solutions were prototyped, tested and evolved into MVPs
- Evolve:
- Implementation plans and business case created and solutions were presented to the leadership
Go ahead for implementation
- Implementation plans and business case created and solutions were presented to the leadership
Journey outcome:
- Recognizable, shareable and trackable employee-centric customer obsession initiatives (Democratized & transparent)
- Solution 1 – Pulse360 : Measuring customer obsession
- Solution 2 – Customer obsession bootcamp
- Solution 3 – Hiring Customer Obsessed talent
Benefits:
- Better customer experience delivered
- Improved customer relations, resulting in reduced customer retention costs
- Faster hiring aligned to culture, stronger visibility, increased morale & program adoption
