Delivering a CX Strategy to Drive Growth.
Background.
With a more competitive environment and with customer experience gaining in importance Z wanted to set their CX vision and strategy to help identify where to focus their efforts in differentiating the brand experience.
D&Co had been working across the Z business so when the CX team needed support we came highly recommended.
The goal.
To define Z Energy’s CX Strategy to ensure the business was focussed on the key moments that truly mattered to their customers.
Establishing Z’s Foundational CX Strategy for Growth.
Z reached out to D&Co to help develop their customer value proposition and CX vision to ensure Z people clearly understood how to use these as anchor points in decision making. This required an overarching CX manifesto to act as a north star for the business to rally behind.
While there were a range of well defined segments there was a desire to develop the segments into key personas to help model the behaviours, attitudes, and goals of Z customers.
Previous work also required validation through in-field ethnography to arrive at a set of prioritised focus areas for exploration and product/service design and development.
D&Co worked through qualitative research with key Z stakeholders to deliver the ‘Voice of the Business’ report and subsequent ethnographic research to arrive at the ‘Voice of the Customer’ report.
These key reports fed into the CX manifesto, CX design principles, our CX priority areas and in defining the moments that mattered most to Z customers.
Since the delivery of the CX strategy Z have focussed on the key moments that matter to redesign the customer experience.
Deliverables
Qualitative research. Ethnographic research. CX Strategy.
Related work.
Caltex
CX Strategy
New World
CX Strategy