Engage SOHO: from Customer Journey WS to WOW (Way of Working :-p)
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Vodafone Business Marketing Growth SOHO (Paola Valenza & Maria Benedetti) shared how they lifted their customers and employees satisfaction using User Journey focus and Agile/Scrum way of working, with the support of Agile Coaches, Service Designers (Camilla Mignani) and Atlassian Jira and Confluence.
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Engage SOHO: from Customer Journey WS to WOW (Way of Working :-p)
- 1. Super Demo The Rebel edition Marketing Growth SOHO Design Studio Agile Chapter Engage SOHO: from Customer Journey Workshop to WOW
- 2. Maria Benedetti, Paola Valenza Marketing Product Managers @Growth SOHO Squad, with • Rosa (PO) • Beatrice, Simona, Viviana Simone Longoni Agile Coach Camilla Mignani Service Designer The rebels
- 3. C2 General “We have a Problem”: too much for too little? 25 June, 20203 Customer Base Consumer Low Price Little Service Customer Base Business SME High Price Great Service CB SoHo Customer Base Consumer Low Price Little Service Customer Base Business SME High Price Great Service CB SoHo Customer Base Consumer Low Price Little Service Customer Base Business SME High Price Great Service CB SoHo Customer Base Consumer Low Price Little Service Customer Base Business SME High Price Great Service CB SoHo ROI too low? 2 choices a. Act on Investment (aka Price)? [Safer: Everyone does that] b. Act on Return [only the Brave]
- 4. C2 General We want to go further. We want help 4 Marketing Let’s refocus on (Customer) Return Agilists Design Studio We can go further! Let’s ask for help Let’s gather for it! We can go further! Let’s ask for help We can go further! Let’s gather all SHs! Let’s workshop it!
- 5. C2 General The high level Customer Journey workshop 25 June, 2020Insert Confidentiality Level in slide footer 5 The participants The CJ structure On boarding & WelcomeMacrostep Step Pain points New opportunities Known opportunities On boarding & WelcomeMacrostep Step Pain points New opportunities Known opportunities Waiting Activation Technical check Welcome Discover services On boarding & WelcomeMacrostep Step Pain points New opportunities Known opportunities Waiting Activation Technical check Welcome Discover services On boarding & WelcomeMacrostep Step Pain points New opportunities Known opportunities Waiting Activation Technical check Welcome Discover services • Growth Cluster SoHo & SME (CB SoHo, Campaign mgmt) • Big Data • Digital Channels • Innovative Solutions • Agilists • Design Studio Client life cycle Renew
- 6. C2 General “We have a problem”: now what? 25 June 20206 •Gathering and postits are effective when working together •Co-creation is the way to better generate ideas •How about Delivery? •Real (sh..t) life starts when you exit that room
- 7. C2 General We want to go further. We want help 7 Marketing Let’s keep this focus now on! Agilists Design Studio We can go further! Let’s do it together! Let’s view it from Team Backlog! We can go further! Let’s ask for help We can go further! Let’s ask for help! Let’s keep the two alive!
- 8. C2 General The solution (that is working for us) 25 June, 20208 The process and tool we use to analyse the result and support the operative work of the squad The workshop From physical to digital From digital to customer view From shared content platform to Agile mgmt platform 1 2 3 4
- 9. C2 General One of the Confluence views: Customer Journey report 9
- 10. Jira nel dettaglio The two tools are closely linked. Confluence offers a bidimensional view of the backlog, by User Journey TRACKING TASK BOARD STRATEGIC BOARD
- 11. C2 General Other Confluence & Jira views: Focus reports 11
- 12. C2 General The results (so far) 25 June, 202012 •At Customer: greater engagement! –GreaterCustomer Engagement(NPS +8 pp, from 2nd to 1st) –Churn Reduction (-2 pp on Voice, -1p on Fixed) •At Team: bigger picture! –Better prioritization and collaboration –More impact awareness •At Tribe: cross-pollination! –WoW spreadingaround, with Strategic and Operational (rhythmed)views!
- 13. C2 General The challanges (yet to overcome) 25 June, 202013 •Sustainable Pace •Predictability
- 14. Maria Benedetti, Paola Valenza Marketing Product Managers @Growth SOHO Squad, with • Rosa (PO) • Beatrice, Simona, Viviana Simone Longoni Agile Coach Camilla Mignani Service Designer