Project
TAB CX Strategy
CX · UX · Research · Strategy
Tabcorp
2021
Role: Project Lead
Overview
Being ‘Customer-led’ became an integral part of the W&M business strategy.
While individual business functions were pursuing customer-led initiatives rapidly, a disconnect existed between these efforts and the strategic-level customer focus. I led a cross-functional team comprising Marketing, UX Design, Data & Analytics, and Research & Insights to develop a CX strategy, ideation framework, and customer journey maps.
Discovery / Approach
I facilitated a Discovery workshop with key business stakeholders to identify knowledge gaps within the business. These gaps became clearer as we co-created the customer journey map.
The captured data then informed our subsequent stakeholder interviews, ideation workshops, UX mapping, data gathering, and customer interviews. All of this work culminated in a new experience framework.
Becoming Customer-Focused
Without a shared understanding of customer experience and priorities, the organisation struggled with alignment and forward momentum. While individual projects may succeed, the overall portfolio risked falling short of optimal outcomes for both customers and the business.
CX framework
The clear CX strategy defined key focus areas for executing a sustainable customer experience transformation. This strategy also served to align existing projects, programs, and investment funding decisions for FY22 and beyond.
Customer journey mapping
- New customer (through the lens of a younger, sports punter)
- Existing customer (through the lens of an older, racing punter)
Together, they present key insights, an understanding of our current customer experience, problem areas, and potential opportunities for further exploration and focus. They showcase clear opportunities to uplift our customers' experience and return a positive commercial outcome.
Outcomes
Investing in creating a CX team to focus the organisation's efforts and delivery into human-centred. This function helped bridge the gap between individual bodies of work to a portfolio level. The top 3 customer problems and top 3 customer opportunities were identified to be invested in.
Contact
Want to view more of this project? Feel free to reach out to hello@mattmc.me