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Case Study

Customer-centricity and e-commerce audit and transformation strategy plan

X tripling
of customer-centricity
recommendations
powerful action plan
Challenge

  • A global leading digital content marketplace business needed to define the transformation required to challenge their competitor market leaders.

  • Senior business leadership were looking to drive a step change in revenue growth and e-commerce capability/contribution.

  • The overriding challenge to achieve these objectives was a transformation in the company’s level of customer-centricity, as a cultural change within the organisation from top down and bottom up and as a cornerstone of every business decision.

The Work
  • An exhaustive Customer-Centricity Audit was delivered by two consultants with high profile industry leading expertise in this space.
  • This provided an assessment of internal processes, skill sets, tools, strategy and mindset for experimentation and customer centricity.
  • Strategy & Culture – how well conversion optimisation is aligned to the growth strategy of the business, whether the business is product or customer-led and the establishment of a continuous earning mindset.
  • Tools & Technology – tools and technology a company uses to enable a robust optimisation process. It included the web platform, data analysis and reporting tools, the usage of the testing platform, and additional technology that relates to conversion optimisation.
  • People & Skills – focusing on the variety of disciplines a business has in its digital team and its investment in multi-skilled individuals to implement an intelligent conversion optimisation strategy.
    Including: user research, UX design, web development and data science.
  • Process & Methodology – approach to planning, delivering, analysing and reporting on conversion optimisation activities. It ranges from the approach to developing test hypotheses and the test design process, all the way to post-test analysis and the sharing of results throughout the business.
  • Extensive 1-1 employee interview research was used to gain clear, candid, honest insights in a representative vertical segment from the MD to the front line which allowed an accuracy and third-party perspective that would otherwise not have been visible.
Outcome
  • A 100+ page report that was presented to senior leadership and which received exceptional feedback. The report contained:
  • Comprehensive quantitative and qualitative analysis of current state.
  • A detailed target state roadmap to drive online growth, customer centricity and digital transformation over a 12 month period.
  • Actionable strategic and tactical recommendations from consultants experienced in delivering the exact transformation the client needed to make.

     

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