Designing the Customer Experience of Tomorrow

We immediately understood that, to make Optus' customer experience vision a reality, we would need to have a close and productive dialogue with their internal team. Together with our digital strategy partner Reactive, we opted to embed ourselves at Optus for the length of the project, enabling us to work hand-in-hand with them to make their aspirations tangible.

Deploying a customer experience strategy that could react to changing customer expectations, while continuing to put them at the heart of Optus' operating model, required an in-depth understanding of their motivations, values, behaviours and channel preferences.

To accrue that vital data, we conducted over 15 different types of customer research, undertaking a systematic observance of customer behaviour and building a detailed map of the customer experience.

The data gathered from our research was analysed through the filter of our knowledge of human-centred service design and then distilled into a customer strategy comprised of 12 overarching customer expectations.

Moving forward, this well-defined customer strategy allowed Optus to keep the customer at the heart of their business decision-making process.

In order to keep their customer strategy relevant, it was critical that Optus had the tools to evolve with the needs of their customer base and stay true to what customers wanted to experience in the future. We distilled our research down into 25 clearly defined customer pathways, further subdividing them into multiple phases, which were then simplified into steps.

By working through these simple steps, such as jobs to be done, emotional needs, and pathway inspired solutions, Optus now has the tools required to keep pace with its customers, creating new services and initiatives that will continue to delight their customers in the long-term.

The results of our partnership with Optus were a resounding success. Not only were we able to deliver the 'Future State Customer Strategy' that brought Optus' vision of a digitally-focussed customer experience to life, but we also provided them with the toolset needed to keep that strategy agile and adaptive.

Our expertise in human-centred service design, ethnographic research and customer journey mapping allowed us to make Optus' aspirations tangible and guide them in creating the customer experience of tomorrow.