Wow what a weekend!!!
This weekend I had the pleasure to host and facilitate a number of customer co-creation workshops for a client. We brought together both customers and frontline staff from the client organisation to design new customer service experiences through utilising new technology and channels. And I must say it was brilliant.
The workshop structure itself was straight forward. We broke the groups into 4 groups of 3 people, with each group consisting of two customers with 1 member of staff. We asked them the map out a recent experience using the traditional customer journey mapping technique, across the channels they used to resolve their issue.
We then introduced new channels and technology and asked them to redesign the experience.
What can I say? The customers really got into it. The frontline staff really got into it. They came up some great ideas for smartphone apps, how to use sms more effectively for different situations and there was even some great ideas for how to utilise the voice channel more effectively.
There are two keys things that I really took away from this. Firstly the frontline staff that participated were so excited to be able to hear directly from customers, to understand how they go about things and the problems they face. They were a little nervous to start with. I think they were expecting the customers to whinge but this was not the case at all. The feedback was constructive and thoughtful and from an employee’s perspective hugely insightful.
Secondly the customers felt empowered and engaged to help the organisation. The workshop format was very different to a traditional focus group. We gave them problems to solve and they really got into it. They felt compelled to try and help the organisation overcome the issues. So from a customer engagement perspective this approach to understanding customer needs is highly recommended.
And who can argue with this evidence:
“After previously thinking “what have a got myself into?” it was an enjoyable and enlightening event”
“I actually had a lot of fun and found the whole thing very interesting. I came away with more knowledge. This has alleviated a considerable amount of anxiety. Good luck with the outcome and I look forward to seeing the fruits of the exercise.”
So for a weekend spent in 12 hours of workshops. . . it was brilliant fun.