GFSmith operates in an industry in which outstanding customer service is vital. I identified this important area as one that had room for development, to gain the business a strategic competitive advantage.
I instigated a wholesale review of the company’s customer service strategy using the philosophy of Service Design – a multidisciplinary and holistic approach that focuses on the customer experience to improve service.
I was able to utilise my own two specialisms: marketing and design and, by conducting a series of workshops, harness insight and external expertise from brands including Apple, Coutts, KPMG, Alexander McQueen, Top Shop and It's Nice That.
Taking the knowledge learnt from these sessions, an internal leadership team went on to inspire twenty multidisciplinary teams from all areas of the business, with the engagement of in excess of 150 stakeholders.
Accepting that employees are key to delivering excellent quality services, the Service Design strategy suggests ways to create and re-engage a talented and motivated workforce. The teams explored how to develop people through training programs and by providing relevant leadership support. Other service-enhancing techniques we employed included stakeholder mapping, customer journey mapping, prototyping and iterative project development.