This looks like a job for...
The organization made a call to help pull together a plan to reach the ideal digital and in-store car buying experience. Our hero envisioned a three tiered strategy that considered the Customer Experience, Teammate Experience and Customer Psychography around warranty and protection products. Planning and participating in the Teammate research, the hero and the team managed both research vendors for the Customer research efforts. Based on the research, our hero constructed Experience Principles (Customer & Teammate) and modified the vendor's Experience Metrics for each brand.
I, the infamous, NDA have stolen all the deliverables for this project. Only the hero and I can know what really happened here!
Research
Qualitative Research drove Quantitative Research providing a clear picture of the Ideal Customer Journey and Customer attitudes surrounding the car buying experience. Our internal team conducted observational research at dealerships and role interviews to understand the challenges faced by our in-dealership teammates.
Strategy
Insights are just information without action. Our hero installed an insight to action mechanism that turns the signals from data and research into actionable items. Swooping in to activation sessions with key executives, leaders and operators from our brand clusters our hero led the groups to generate experimental solutions to iterate towards the customers ideal experience.
Outcome
The initial feedback from the sessions is positive, the C-Suite is engaged and we have teammates excited throughout the organization that change can happen. The first experimental solutions are in-flight, tweaks are being made and the next horizon for those is scaling across stores/brands. The longer term hurdles have been escalated and cross-functional planning is occuring for funding requests to solve them. The Experience Design Team is poised to continue the Journey Management practice that is growing out of the mechanism started orchestrating the ideal customer journey across multiple products and services.
