This software company operates in a niche market that didn't have intense competition, until now. Due to the rise of competition, certain things started to change.
Replicating functionalities became simple and the cost of entry barrier lowered significantly. To overcome those changes, it necessary for the company to switch towards service to keep its advantage over the market.
For years the company's team was highly focused and product-centric. But as the company grew and the production process got more complex, the team's efficiency dropped and was noticeable financially.
Employees lost their direction and the company's vision, which caused a lack of motivation.
From the context of the company's background and research from rebranding exercises, we were able to get the leadership team to think about the current state of a company. From there, leadership started acknowledging issues and collectively, we were able to move forward to a solution.
We ran workshops with stakeholders to show them how customer experience thinking and the customer journey maps apply to their business. With our combined experience and knowledge, we were able to create a customer journey map that indicated all critical points and complexity of the given task.
We had spent numerous hours with stakeholders, directors, development, and sales teams to understand customers' perspectives and what they need it to be through our project.
We have created a new and modified customer journey based on our latest findings. At first, stakeholders were reserved and resistant to making specific changes, but as we unveiled the roadmap resistance diminished. The roadmap we have created based on the customer journey map focused on removing unnecessary steps and costs in the process, thus making it simple for customers and teams. Once everyone agreed, we were able to proceed to the next phase - delivery.
Results after implementation of the new solution showed progress. Teams and stakeholders, because of the better empathy with the customer, have a better understanding of customers' priorities. All teams now share all-new findings and the customer journey map with other team members.
Teams took communication with customers on a more detailed level and got to know them.
The customer journey map and roadmap also showed high-impact low-cost features attributed to customer engagement and satisfaction.
The company's strategies now include and focus on the customer experience.
Customers' feedback is now part of the framework, and teams are continuously observing it. The company decided to implement several measurement indicators to ensure the business strategy stays aligned with customers' needs.