Case Study Customer-Centricity

Case Study Customer-Centricity-54
Initially, the project was led by a technology team and involved translating network information into online messages.

Here speakers will discuss how to create connected journeys and marry together datasets, tech infrastructures and teams, in order to create a customer centric culture.

In the meantime, let’s take a look at some other useful case studies.

It’s not enough to use technology to deliver a personalised experience on a website, brand’s have to create and measure its emotional impact across every channel to help build relationships and stand out from the competition.

At the Festival of Marketing 2015, held over two days at the Tobacco Dock in London this November, there is an entire stage devoted to the emerging role of emotions in customer experience.

One of the main challenges would be recruiting early adopters to test early iterations.

Another would be differentiating Team Up from other local Macmillan services.It should also improve network specific T-NPS scores.Vodafone kicked off a substantial cross-channel working group, touching areas of the business such as online, network operations, service operations, public relations, technology, security and a third party supplier (Aricent).A dedicated Community Manager spent time working with local groups to sign people up pre-launch.Macmillan ran bi-weekly user testing sessions, to ensure members of the community fed into the project, to help build trust and loyalty in the service.In 2012 Macmillan research found that people affected by cancer were in need of additional support with everyday practical tasks such as shopping, ironing or cleaning.It also discovered that one in four people newly diagnosed with cancer in the UK lack support from family and friends, which equates to 70,000 people every year.Team Up complemented the existing support offering in Brighton and Hove by sharing resources while offering something new.Results: Team Up has seen steady growth and by June 2014 had exceeded its registration KPIs (key performance indicators) by 40%.It was vital that the service was safe, easy to use, accessible and available across all devices.Additionally, Macmillan needed to recruit more volunteers and appeal to a younger demographic.


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