We immediately understood that, in an age of the convenient digital service, where customers are becoming more demanding and place greater value on convenience and simplicity, we would need to embed an adaptive customer-centric culture at Villa World, unshackled by entrenched processes or existing business constraints.
As part of our "outside-in" approach to CX design, we first undertook a global best practice analysis across the Building Services category to uncover the latest innovation and user-centric design initiatives that will allow Villa World to provide Australians with a house they will be proud to call home.
By developing a deeper understanding of Villa World's core systems, we were able to articulate a vision for the future of Villa World that was scaleable and could be embedded at all levels of the business.
With a compelling, customer-driven, vision of Villa World's future in place, we moved to acquire the vital insights that would form the building blocks of that vision's practical application.
Proto's approach to developing CX initiatives is entirely driven by customer truths, leading us to conduct multiple customer interviews, workshops, online surveys, and customer diaries to build a vital understanding of their deeper emotions and drivers.
We conducted all-day workshops involving 60+ Villa World staff to co-design the ideal experience for Villa World customers. This had a great effect of inspiring and aligning Villa World staff to join the CX journey.
Based on our research, we were able to deliver a current end to end customer journey map, that highlighted and articulated "Key Moments of Truth" for customers, alongside a set of practical Mindset Shifts that would create fundamental change in the way Villa World operates, helping to deliver their vision of the perfect customer experience.
By combining an in-depth understanding of the Villa World Way, and vital insights drawn from customer verbatim, we were able to establish a strong CX foundation across the business.
This new approach to CX would act to proactively eliminate customer pain-points and create a consistently exceptional customer experience that would be vital to sustained customer loyalty and accelerated growth, regardless of the market conditions.
"We engaged Proto because we wanted to go from good to great, that does mean we need to swallow some home truths along the way. Proto have a very difficult role in delivering honest customer feedback to businesses. At no stage along the way did I feel they did this disrespectfully. Well done team, I have really enjoyed the journey and look forward to a continued relationship with Proto"
Leanne Morgan, Organisational Development Manager at VillaworldLet us help you identify the most important thing about your customers that will unlock your company’s growth.
TALK WITH A CX EXPERT“Working with Proto was a leap of faith, but they have become a major strategic partner in our CX evolution. The work they've developed and the way we've been able to embed it in the organisation has been absolutely phenomenal, and we're getting the outcomes we want.”
“Proto were a pleasure to work with. They were adaptive and responsive, and developed a deep empathy for both the client and their customers. The quality of their products and services was outstanding.”
“Without the customer experience insights from the research program, we would not have been able to identify the acquisition issues that we had. Changes to the customer interactions that led up to financial protection have reduced the outflow rates by 50%.”
“From an NPS perspective, I have gone Spinal Tap on you guys and gone to 11. I still think the work you did with us, the way you went about it and the deliverables amounted to one of the best pieces of consulting advice I've ever commissioned.”
“Over the last 18 months, we've constantly referred to the work Proto did for us when designing and developing all the improvements to the app we're making. We've found their work to be highly valuable and has resulted in significant improvements to the MyOptus App that, without their insight wouldn't have been possible.”
“The outcome of the prototyping has been exceptional and we continue to use the knowledge and expertise that Proto shared with us during their engagement. The icing on the cake for me was that Proto captured all of the insights from the customer workshops into an organisational asset that we now use as an integral part of our toolkit for training and briefing new team members.”
“Proto's in-depth customer research helped us to uncover underlying customer needs that wouldn't have been possible without an 'outside-in' approach. The team identified the core customer problems and provided actionable insights that enabled us to remove key areas of customer friction and frustration and redesign a credit card experience like no other.”
“I have worked with Damian and the team at Proto for several years. In this time, they have worked collaboratively with us to build a roadmap of strategic 'outside-in' initiatives that ultimately resulted in a 20 point increase in NPS. They imparted a great deal of CX knowledge, approaches and tools that have been invaluable to the team and the business.”
“Proto revealed and captured a ton of insights, putting Gumtree in a position where we can take our experience from good to great!”
“We won the AFR Smart Investor SMILES award for Best Online Broker. This award is based on customer voting and I believe this was as a result of a clearer focus on our existing clients which you helped us to understand.”
“The Proto team demonstrated flexibility in their approach which made such a refreshing change. They took the time to coach and mentor each of us in a highly creative and energetic environment. Furthernore, they helped us exceed our customer satisfaction targets, all whilst stripping out in excess of 20% of our service costs in under 12 months. Proto helped us to stay focussed on the customer which enabled us to win in the market.”
“We worked with Proto on an exciting & unprecedented challenge at Optus, to design the customer experience of the future. Damian & the team had high energy & together we operated as 'one team'. Proto worked hand in hand with us to bring the internal team up to speed, & also brought in global experts to work with us to take our deliverables to another level of quality & innovation.”
“Proto developed a membership strategy that addressed points of friction along our members journey, identified opportunities to improve and clarified the types of engagement that our members needed at the different stages in their career. We were impressed with the depth of insight that Proto were able to bring to the project - as well as the energy and ideas that they helped to generate.”
“Working with Proto was very much a partnership. We worked hand-in-hand to put CX on the map within the organisation. The team are flexible, trustworthy and do what it takes to achieve the best outcome. If you’re looking for a quality agency, providing quality data and insights – Proto are your guys. We received over 90 initiatives from the project of which 79% have now been implemented and we are seeing the benefits flow through!”
“Proto integrated into multiple simultaneous projects to ensure we achieved the best outcome. They brought real clarity around customer needs, the fundamental elements of our value proposition and provided a clear roadmap of where we're trying to get to. This allowed us to differentiate beyond the traditional proposition. As a result, one customer-informed initiative we developed was loanScore™. This unique innovation helps customers see how good their home loan is and evaluate their options for a better deal.”
