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Sydney Water’s customer experience design program
To inform and support Sydney Water’s transformation to a customer-centric organisation, a Customer Experience (Cx) Design program of work was initiated. The first phase of this program was recently completed and the key results are presented.
The key objective of the program was to provide the organisation with a truly ‘outside-in’ view of the business and identify what customer needs and ‘moments of truth’ were. A human-centred design/design thinking approach was employed through an iterative process of empathy, definition, ideation, testing and prototyping.
An extensive customer research program was initiated to gain empathy with the customer. This included methods such as online surveys, interviews with customers and staff, listening to customer phone calls at the contact centre as well as observational studies in the customers’ environment.
The ‘define’ stage synthesised the rich information gathered from the customer research to identify the problem or opportunity by sharing customers’ real concerns, issues, needs and emotional drivers. The artefacts produced included a Customer Journey Map, Customer Experience Pyramid and Customer Service Principles.
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