Helping define a customer experience strategy to drive future growth.
Z Energy needed to define an ideal future experience for a combined business – following the purchase of the Caltex brand. We generated a current state view of retail and commercial customer journeys for both brands, to guide the development of a customer-led strategy for the future.
Challenge.
Z Energy needed to map their current state experiences and conduct experience research to make sense of changing customer priorities and expectations. They had structural and customer strategy decisions to make, and faced challenges due to the speed with which markets and attitudes to their legacy business were changing.
Z Energy needed to map their current state experiences and conduct experience research to make sense of changing customer priorities and expectations. They had structural and customer strategy decisions to make, and faced challenges due to the speed with which markets and attitudes to their legacy business were changing.
Solution.
Experience research with customers informed current and future state customer journeys. A customer-needs framework, gap analysis and opportunities areas for innovation were generated to inform the development of the customer experience strategy. Executive participation and co-creation were critical – as the future priorities of customers and how their choices would impact the shape of the business had to be understood before setting the strategy.
Experience research with customers informed current and future state customer journeys. A customer-needs framework, gap analysis and opportunities areas for innovation were generated to inform the development of the customer experience strategy. Executive participation and co-creation were critical – as the future priorities of customers and how their choices would impact the shape of the business had to be understood before setting the strategy.
Impact.
The completed work informed structural changes at Z, and a number of the strategies and opportunities have been piloted – such as the Fast Lane service model. An internal innovation lab and customer teams were established to roll out the plan progressively.
The completed work informed structural changes at Z, and a number of the strategies and opportunities have been piloted – such as the Fast Lane service model. An internal innovation lab and customer teams were established to roll out the plan progressively.
Project Summary
Client: Z Energy
Project: Customer Experience Strategy
Duration: 2016 – 2017
Outputs: Customer Research, Experience Mapping, Innovation Opportunity Areas, Customer Experience Frameworks. Customer Mindsets, Empathy Tools