This business wanted to improve their customer experience and asked for help mapping customer journeys, identifying personas, designing future state journeys, prioritizing a roadmap, and determining new measurement systems. Workshops were held with stakeholders across the business to understand customer perspectives. Outputs identified current customer issues unknown to the business and highlighted opportunities from other industries. Different customer types were identified along with their needs to design responsive future services. Gaps in satisfaction measurement were also pinpointed to design a leading system.

1. Situation
This business have made some huge improvements in services and performance, which have had a positive effect from the customers’
perspective, as well as regulatory measurements. This has resulted in improvements in their customer satisfaction ratings. However they
wanted to take this to the next level, by really stepping into the Customers Shoes and understanding how they could design better experiences
across the various journeys through the touch-points a customer has with the business.
Their Vision “to be the Best UK business for Customer Experience, in the eyes of their Customers”.
Task / Target
We were asked to map the current journeys, identify the different customer persona’s, design the future state journeys (what is the art of the possible?
taking learning’s from other industries such as retail), prioritise this into a roadmap for delivery and feed into the accelerated delivery work-stream
capabilities. Alongside this we set out to determine the measurement systems through: Voice of Customer; Voice of Process and Voice of Employee. This
ensures effective measurement internally and externally.
We were also asked to support their ambition to implement a new Customer Experience Management system by assisting in the design and delivery of
this capability, as well as advice on the supplier selection.
Finally, support refreshing their Customer Experience Strategy and how aligns to their Business Strategy.
Creating The Best UK Customer Experience
Head of Customer Experience: “They have been
superb in making things easy to understand and in
opening up a different view on customer insight that
hasn’t been in our line of sight.”
Action
In order to get results quickly, we immersed ourselves into the
business by listening into calls in the contact centre, speaking to
colleagues across the business, reviewing the operational and
customer satisfaction data.

2. Following on from this we designed a series of workshops, that took place over a number of weeks with key stakeholders, including engineers,
site managers, customer care teams, new connections teams, complaint handlers – everyone who comes into contact with the customer
across the journeys and various touch-points.
Throughout this process we have we have worked with the Head of Customer Experience and Director of Customer Service & Communications
to review the outputs and to get input into the design of the Future State. This work is still ongoing, and we are now looking to bring this to life
across the organisation with visualisation of the outputs, story-boards and customer persona boards – so we can get everyone to ‘step into the
customers world’.
Results
Working collaboratively with the organisation we have been able to validate current customer and business that they were aware, in addition
we have also highlighted issues that their customers are feeling, thinking and telling others about that they weren’t aware of. We have brought
about thinking outside of the utilities industry with our experience in Retail, Logistics, Financial Service and Pharmaceuticals.
We have identified the different customers they are dealing with on a day to day basis, through their expansive network of engineers through to
customer contact colleagues – how these customers think, feel and act differently and how their services in the future can be designed to
respond to these differing wants and needs.
Creating The Best UK Customer Experience… (Con
Director of Customer Services and
Communications commented: On the outputs of
the future state journey designs - “Superb”
We have identified where there are gaps in the current
customer satisfaction measurement system and how this can
be designed to be leading edge going forwards.