Project scope
- Align touch point performance along the customer journey to create mutual value (for the company and the customers) for seven European markets (Germany, France, Italy, UK, Spain, Poland and Austria) of a global car manufacturer.
- Uncover the customer journey of today’s passenger car buyers and their choice drivers
- Understand the relative importance of touch points along this journey
- Identify actionable customer segments with regards to touch point attitude and usage
- Design the most important touch points in a way that enables them to deliver what is crucial for car buyers’ decisions
- Build up a touch point management system to guide future decisions and assess performance
Results
The new touch point management systematic helped the client to shift from optimising single touch points to creating holistic customer relationships across them. It resulted in a new, joint view of the customer journey and altered the way the organisation talks about customer experiences.
Practice focus
- Smart Data – Customer insights 50%
- Business Model Optimisation 0%
- Customer Experience Design 40%
- Transformation 10%
- Cultural Shift 0%
