Improving End-to-End Customer Experience

Having the right customer experience is vital as today’s customers have never been so demanding, informed and empowered. Get it wrong, and your customers quickly move to competitors. Get it right, and sales and business performance increase through conversion, usage and advocacy.

customer experience-led strategy

Our solution

We help organisations to create a compelling customer experience while benefiting its business model.

Mapping the existing end-to-end experience at all-important customer touchpoints, we measure it against customers needs, brand position, competition, best practice and business model needs to identify areas of weakness and strength. Producing a clear understanding of where improvements can be made, their benefit, cost and speed of resolution, and ultimately their priority.

Allowing us to create a clear roadmap of changes to improve customer experience and business performance, while setting the foundations for delivery success.

James Kershaw
Partner, Customer Experience

Challenges you may be facing

  • A customer experience at odds to the company’s brand positioning. Eroding brand loyalty.

  • Acquisition marketing, sales, and pricing that are just not working. Reducing revenues and impacting ROI.

  • Trading environments that are not optimised for the customer. Impacting conversion and reducing sales.

  • A service usage experience that doesn’t meet the needs and expectations of its users. Difficult to use or unstable, leading to more customer service contacts. Increasing churn and a higher cost of operation.

  • Renew and cancellation processes which make it difficult for the customer. Losing revenues or generating brand resentment.

  • Customer support environments that are slow and difficult to reach. Leading to falling NPS scores and customer advocacy.

  • Openings for your competition to exploit and erode market share.

Benefits we can bring

  • Clarity on the company’s customer experience and knowledge of weaknesses that impact company performance.

  • Measurement against critical success factors of customer needs, brand position, competition, best practice, and business model to provide strategic insights and knowledge of needed resolution areas.

  • Understanding the size of the impact, the difficulty and cost of fixing the issue, to assist in the prioritisation of the issue.

  • A clear and prioritised roadmap of fixes to help set the delivery phase to produce value quickly and successfully.

  • Producing a plan to improve critical elements of the organisation’s customer experience and business performance, closing the door to competitive disruption.

What we do

We begin with mapping the customer experience across all-important customer touchpoints, using priority ‘customer scenarios’ to guide the time investment during this insight stage. Augmenting with customer needs research, analytics and customer service insights where available. As an example, the following end-to-end areas for a digital software business would be analysed:

Brand & Positioning
  • Is the brand and positioning consistently represented through all stages of the customer journey?

  • Are there differences between different user groups and the devices used to consume the service?

Acquisition Marketing
  • Are the methods used inline with the behaviours of the target customers?

  • Are the methods sensitive to the devices used by the target customers?

  • Do the communication messages resonate with their needs?

Pricing | Online Trial
  • Are the pricing levels producing good value for the customer as indicated by conversion?

  • Are the pricing structure and offers matched to the needs of the customer and the brand positioning?

  • Are any free trials easy to understand, compelling and working as an acquisition method?

Install & Activation
  • How simple is the software to install, and what is the level and frequency of customer service calls at this stage of the experience?

  • Are there variances between different devices and operating systems?

  • How simple is the payment to activation process?

Service Use
  • Does the service meet the claimed features and performance of the service?

  • Is it meeting the priority needs of its users?

  • Is there a variance between customer groups, their environments and their devices?

Renewal | Cancellation
  • Is the renewal process simple and in line with the expectations of a typical user?

  • How easy is it for the customer to cancel? Is this process reflective of best practice?

Customer Support
  • When things go wrong, how fast are issues resolved successfully?

  • How easy is it for customers to contact support and are the mechanics appropriate to customer preferences?

  • How effective are self-help solutions?

Communications & Advocacy
  • How informative, relevant, and appropriate are the communications sent by the business to its customers?

  • How relevant are the methods used to deliver those messages?

  • What is the advocacy of customers when describing the business and service?

Sample analysis output

An example of the sample analysis showing the impacts to the customer experience and business performance:

How it’s delivered

We deliver our service based on four core principals — only do what is needed, achieve benefits fast, progress in a ‘planned and agile manner’, and design to the budget and timeline available. It is delivered over 5 stages:

We begin with mapping the customer experience across all-important customer touchpoints, using priority ‘customer scenarios’ to guide the time investment during this insight stage. Augmenting with customer needs research, analytics and customer service insights where available. As an example, the following end-to-end areas would be analysed for a digital software business:

1. Programme Governance & Delivery Framework

Given the programme’s complexity, an initial programme framework is deployed to control all planning and improvement cycle stages – ensuring timescales are adhered to, and benefits are quickly delivered.

A top-level governance structure is also implemented to speed up knowledge transfer into the organisation and decision making.

DWG strategy experts support this stage

2. Customer Experience Analysis

In this stage, all aspects of the customer experience at important touchpoints are analysed. DWG works with the senior sponsors to agree on the number of customer groups and scenarios to map and measure dependant on budget and time required.

Customer experience flows, features and environments are analysed and mapped as an output.

DWG strategy experts support this stage.

3. Measurement & Benchmarking

Using the customer experience analysis, this is measured against an agreed set of critical success factors such as customers needs, brand position, competition, best practice and business model to produce the strategic insight required.

Additional sources of insight to help in the measurement steps are created or gathered. This includes customer service information, analytics, customer groups and their needs analysis.

Producing a picture of the strengths and weaknesses and their strategic impact.

DWG strategy experts support this stage.

4. Prioritisation Resolution Roadmap

Using the picture developed from the proceeding stage, benefit and cost and time of resolution analysis is conducted on each identified issue. This assists the prioritisation process and development of the resolution roadmap. The roadmap is divided into prioritised sprints to ensure value is unlocked quickly and successful momentum is established.

In addition, critical success factors for the programme are identified in order to allow measurement of success and allow for adaptation within the programme.

Delivering a plan, roadmap and KPIs to guide the organisation during the delivery phase, ensure value is unlocked quickly, and agility is baked in.

DWG strategy experts support this stage.

4. Resolution Delivery & Measurement

Depending on the needs of the organisation, DWG execution experts and our partner ecosystem can assist in the successful delivery of the programme.

This may include our programme resources guiding the full delivery, or our product team defining given solutions and fixes, our technology team assisting with platform changes and architecture, to our marketing optimisation team helping with the brand, digital marketing and trading optimisation.

DWG execution experts can support this stage.

Our typical client

Our customer experience solution is suitable for any business looking to enhance their customer experience and generate business benefit.

We have seen specific success in subscription and transactional businesses in telecommunications, media, technology, financial services, retail and FMCG sectors.


“…Working with DWG was a great experience. Simply by getting stuck in, identifying the challenges and how to resolve, we now have a clear plan for the way forward.”

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