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Customer Experience Design

Corporate alignment for success

Challenge

A large technology company assembled a portfolio of businesses whose sum could be greater than its parts with respect to winning share as well as profits in the digital photography market. Driving a user-friendly, seamless experience for its customers was thought to be the key competitive advantage given its competition in the fragmented consumer electronics market. However, leadership lacked perspective on how and why to invest for customer experience success. Six separate business units were tasked to collaborate to optimizing their offerings to deliver the best possible end-to-end experience for its worldwide customer base. Motiv leaders were challenged to deliver the rationale for the effort, then act as a key partner for organizational development efforts to drive results going forward.

Approach

Over a six month time period Motiv’s senior leadership organized primary and secondary research, learning journeys with exemplar companies, and numerous workshops to engage business unit leadership teams to become more highly integrated in delivering branded touch point experiences. Important areas of focus included technology management, design, on-line services, and go-to-market strategies. Numerous exemplars were profiled to highlight the specifics of customer experience-optimized operating models. Primary research performed by Motiv staff revealed the strengths and weaknesses of the client’s current state in order to surface key opportunities for improvement. Motiv facilitated a series of workshops attended by business unit senior leadership teams that provided deep perspectives on the how and why of investing in a comprehensive customer experience strategy. Once buy-in for the strategy was achieved, Motiv helped drive organizational development efforts through partnership with internal staff.

Results

Senior leadership responsible for managing the effort took on the difficult task of aligning the overall digital photography customer experience strategy with the individual business unit strategies including a collective incentive structure. The role of design was significantly enhanced through headcount and responsibility as a means of driving improved branded touch points across the range of hardware, software, and online experiences. The company has since become the top player in the worldwide digital photography market.

Case Studies

Becoming More Innovative	Creating Citizen-Centered Experiences
Getting Design to Thrive	Improving the Grantee Experience
Finding the White Space	Building an Innovation Pipeline
Mastering a New Market Segment	Aligning for Success