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Customer Experience Design Case Studies Soho Hero 2007
 

Customer Experience Design Case Studies Soho Hero 2007

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How the Mail & More brand was revitalized as SOHO HERO.

How the Mail & More brand was revitalized as SOHO HERO.

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Customer Experience Design Case Studies Soho Hero 2007 Customer Experience Design Case Studies Soho Hero 2007 Presentation Transcript

  • Case Studies Customer Experience Design August 2007 © 2007 storyminers, inc. All rights reserved. Trademarks are the property of their respective owners. making and keeping the right promises
  • Recruiting and Retaining Enthusiastic Customers and Franchisees
  • Intensified Competition Necessitated Change
    • As a small franchisor of “pack, copy, ship” stores, “Mail and More” found itself in a newly intensive competitive environment
      • Corporate giants--Fed Ex and UPS had entered their space through acquisitions
      • Franchisees were concerned about the ongoing health of the concept--and new franchisees were increasingly difficult to find and convince
      • Mail and More enlisted storyminers help to revamp their brand around the customer experience
      • Expediency dictated that we find a way to reach out simultaneously to potential franchisees, employees, and customers
    View slide
  • Assessing the Situation
    • Storyminers dug in--visiting stores, interviewing franchisees and customers, scoping the competition
    • We found little to differentiate Mail and More. The stores were cluttered and uninviting. Franchisees and their employees had no central theme to rally around. Even the name was confusing!
        • “ What’s the ‘more’”?
    View slide
  • Finding Meaningful Differentiation
    • We started with the customer . . .
    • We realized that the Soho market was comprised largely of “Fifty and Fired” former corporate employees, unused to going it alone without an elaborate support structure to meet practical, everyday needs
    • But their needs transcended business support--newly isolated, they craved social connections that would be meaningful to their work
    • We set out to create a brand grounded in the type of customer experience that people would notice and rave about to others
  • Developing the Brand
    • The company’s brand needed to reflect the entrepreneurial spirit and courage of these small business men and women. It needed to trigger an emotional connection that FedEx/Kinkos and UPS could not
    • Research--and a healthy dose of “gut feel” led us to SOHO HERO
  • The Reason for Being
    • With initial branding decisions made, SOHO HERO needed to create a crystal clear Reason for Being--a statement, focused in customer needs, that clarified their purpose and got everyone in the organization aligned to a single intent
  • Focusing on Details
    • To design a compelling customer experience, storyminers detailed each experience “segment, and within each segment each “encounter
  • Focusing on Details
    • As a tool for the multiple teams tracking these segments and encounters, we developed an Experience Grid™. The Experience Grid™ saved time, reduced incompatibilities from different teams, and provided a single source for the clear vision of what the experience design should be like.
  • Designing the Experience
    • Carefully examined, we could see the moments of illumination -- and those of disappointment--for the customers. We could see how well-meaning but confused employees detracted from the experience, and became frustrated themselves. And how store design actually interfered with efficiency and customer satisfaction.
    • We drafted a detailed new design for the experience flow, then illustrated our recommendations to make them easy for franchisees to identify benefits for themselves
  • Designing the Experience
    • We identified opportunities to improve both customer-facing elements of the experience and back-room operations on which these experiences relied
  • Designing the Experience
    • We subjected each potential improvement to validation to weigh its potential value vs. risk. From this evaluation, we were able to focus SOHO HERO on a combination of steps with both short and long term payoff.
    • Encounter A B C N
    • Complexity 2 3 1
    • Cost 2 3 1
    • Impact 1 1 1
    • Risk 3 2 2
  • Recommendations
    • Our final recommendations spanned store design, internal and external communications, and new product/service offerings consistent with the desired experience.
  • Before and After Implementation before before after after
  • Story Matters
    • A video, web site, and other communications connected emotionally with potential customers
  • Building on Fundamentals
    • Even a new product extension--closely tied to SOHO HERO’s brand identity and Reason for Being
  • Results that Tell the Story
    • Same store sales have increased 10-30%
    • Closing time for new franchisees decreased from over 6 to under 3 months
    • New stores break even in half the time
    • “ Jessica’s Story” cited as key to recruiting females with corporate experience
    • Brand platform and experience design work sparked successful new Meeting Room concept
  • +1.770.425.9830 1862 Wilkenson Crossing Marietta, GA 30066-7831 770.425.9830-office 770.234.3825-fax © 2007 storyminers, inc. All rights reserved. Trademarks are the property of their respective owners. making and keeping the right promises