Creating a Service Experience Strategy for the International Baccalaureate
CHALLENGE
The strain and pace of a five year period of rapid growth revealed that customers were having difficulties engaging with the company and attrition rates were unacceptably high. An initiative was undertaken to develop a new service experience strategy and set of experiences in order to reduce attrition, improve satisfaction, and drive engagement and growth.
ACTIVITIES
Stakeholder interviews
Contextual interviews
Personas/ Archetypes/ Empathy maps
Experience maps
Storyboards
Stakeholder maps
Analyze customer analytics data
Run ideation workshops around the world
Design new service prototypes
Stress test new experiences
Business and operational design
Design multiple experience prototypes
OUTCOME
This project was characterized by its breadth and depth. Starting essentially from zero, a wide range of interlocking research, design, and testing was undertaken. This enabled the company to think holistically, understand its customers and their preferred experience, and implement new kinds of experiences across multiple channels and integrated digital and physical experiences.
The project helped move the company from its focus on operations and systems to a focus on how customers were interacting with the company in the real world and designed and delivered exceptional human experiences that customers embraced.
