Meaningful design
As the newest addition at ewb, the customer experience team wanted to share the importance of the company’s customers with all employees.
Based on past experiences with Swisscom and Galenica, our Dream Team knew that making use of physical spaces can be a way to trigger conversations and provoke changes in behaviour that spark a mindset shift. The CX team wanted to help colleagues understand that by getting to know customers, ewb could filter requests, streamline processes, and give customers more autonomy in their interactions. All of this leads to smoother workflows, which is also positive for everyone within ewb.
Making facts about customers attractive
Creaholic’s Sabine Hug and Angela Haas worked with the ewb team to design, produce and install graphics that would remain relevant in the long-term. They decided on three main impulse areas:
Where customers are based
Knowing not only who customers are but also where they work and live is essential for great customer experience management. In this design, Sabine visualised the areas in the city of Berne to show the size of the neighbourhoods.
How customers get in touch
The CX team believes it is important for all ewb employees to know which channels customers use to contact the company. For example, ewb receives 66,000 emails from customers per year and 3,000 letters by post. How customers communicate with the company and what kinds of questions or requests they have is powerful knowledge. It opens the door to new ways of doing things, which fosters innovation in service design – ultimately making things better, smoother and more efficient for everyone.
Making numbers tangible
Intriguing facts and figures enhance designs with interesting insights from various initiatives and impulses for new products and services. This gives employees food for thought and inspires them to recognise the value of the data. The relevance of the numbers is increased because they are clearly embedded within a customer experience context. These bits of did-you-know information are printed on magnets, so the CX team can easily swap them out to be sure that colleagues are always looking at the most up-to-date information available.
Everything for our clients
To remind their colleagues of their importance in optimal CEM, the customer experience professionals wanted to include a space to show employee appreciation. This interactive design reminds everyone that they are a team making customers happy. In this space, they can stamp their fingerprint in the outline of a heart – creating a daily visual of the size and spirit of the entire team.
Sparking conversations about customers
After the spaces at ewb’s three office locations were enhanced, the CX team noticed more spontaneous conversations related to the figures presented. These facts draw people to the graphics, and the presence means people from all teams have a better understanding of ewb’s customer base. Another highlight is an increased understanding of the CX team’s plans to simplify processes internally (for colleagues) and externally (for customers). The space design is key to incorporating CX into the culture and the team expects the impact of its impulses to steadily increase over time.
Customer experience from the inside out
For customer experience management to make an impact, business units and teams from separate departments need to think and work together. The newly designed walls at ewb highlight facts and figures that interest everyone at the company and could lead to new collaborations to enhance service offerings.
Need a fresh perspective?
Our multidisciplinary Dream Team is ready to think outside of the box and create a unique solution to your challenge,whether you’re building dream homes or developing products that fit inside.
