Elevating Service Design at The Coffee House by improving Experience at different touch points of the service

Elevating Service Design at The Coffee House by improving Experience at different touch points of the service

πŸ’‘

This project shows how I've tried to transform the experience design from just digital touchpoint to offline and service touchpoint, by understanding different pain points of stakeholders, teams and departments.

Background

The Coffee House has been known as a F&B company that utilizes the power of data by making their own Customer App. Currently they only use their data to forecast the products and marketing campaign. What if they could use the data to improve the Customer Experience by recommending the right products and providing a better service to the customers?

Goals & Objectives

TCH wants to deliver the WOW experience by understanding real Customer's needs and then personalize their experiences in store.

Utilizing Customer data in order to personalize Customer Experience and improve the Order Experience of TCH Cashiers.

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πŸ”Ž Understand the current service

There are 4 components

🀷🏻

People

πŸ“±

Touchpoint

πŸ› 

System

βš™

Operation

🀷🏻 The people

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Cashiers

The cashiers are doing their best to personalize the Customer experience by remembering each individual customer by themselves. This requires an experienced Cashier who is working at the store for more than 6 months. However for customers who rarely come to store but ordering online, the cashier will not be able to remember their information and their needs.

😍 Wants

  • Better understand Customers at store.
  • Better communication with Customers.
  • Be able to recommend the right products to Customers.

πŸ™ Pain points

  • Passively interact with Customers.
πŸ’‘

How might we help the Cashier in knowing who the customer is and giving the right suggestion and welcoming message?

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Marketing and Commercial team

Our marketing team has a lot of data about the customers, their age, gender, their ordering, time and frequency of ordering... They are using these data for their online campaign but they also want to utilize these data with in-store customers to further perfect the experience from online to offline.

😍 Wants

Increase profit per channel by:

  • Personalize Customer Experience.
  • Suggest the right products and Customer would purchase more.
  • Wifi Marketing as a new channel to up sale

πŸ™ Pain points

  • Have many channels but not using them effectively
  • Can’t predict what Customers wants
πŸ’‘

How might we help the marketers in utilizing their data from online to offline?

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The Customer Service

CS team handles mostly the complain from Customers who order online about their experience with the orders. However, CS needs to ask the same types of question every time a customer calls (please provide your order information), this creates more frustration to customer especially when they are upsetting.

😍 Wants

Solve Customer’s Problems smooth and faster.

πŸ™ Pain points

Don’t know the Problems that Customer are facing, need to ask Customer so many questions, this reduces the overall experience when Customer is complaining about their orders.

πŸ’‘

How might we help the CS to providing better service when receiving complains from the customers?

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The Customers

Whenever a customer went to a store, they would scan their membership card and spend sometimes to make order. It may take long if customers don't know what to order.

😍 Wants

Order faster

πŸ™ Pain points

Don’t know what to order, the membership scanning process may be complicated

πŸ’‘

How might we help the Customers to order faster and have a WOW experience in store

πŸ“± The Touchpoint

The Coffee House App

TCH App plays an important roles in connecting online and offline experience. Customers can use the app to order online, manage their membership

😍 Wants

Acquire users from offline experience (users that are already TCH customers but haven't used the app before)

πŸ™ Pain points

The POS at store

😍 Wants

Acquire users from offline experience (users that are already TCH customers but haven't used the app before)

πŸ™ Pain points

Lacking of relevant data to give guidelines to cashier.

The flow of the POS is hard to learn and needs time to practice

All Considered Touch points

NameGoalsTypeUserPriority
Menu (Board and A4)
Sale Conversion
OFFLINE
Customer
Low
POS (Customer)
Sale Conversion
ONLINE
Customer
Medium
POS (Cashier)
Customer RetentionCustomer Personalize
ONLINE
Cashier
Medium
Landing page (Wifi Login)
Customer Acquisition
ONLINE
Customer
App (Loyalty)
Customer Retention
ONLINE
Customer
High

πŸ›  The System

The data team has collected a lot of valuable information for marketing team. Information can be categorized and analyzed to serve many purposes. However, it hasn't been utilized for customer experience yet

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βš™οΈ The current Operation and Customer Journey

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πŸ’‘Ideation

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πŸ’‘

In order to elevate the service design practice, we need to improve the experience at different touch points. Further than that, we need to link the touchpoint to different key actors in the whole journey. Focus on improving their experience through the whole process of providing the WOW experience to the Customers.

Let's start with the revised journey

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Service goals

Build a new Recommendation System based on existing Customer’s order history and data so the Cashiers can use to suggest to our Customers.

The POS at store should display the Relevant Information about Customers to Cashiers but still guarantee their work efficiency. (If we show too much information, Cashier can be confused and may perform slower.)

The Cashier needs to successfully learn new way of communicating with Customers

Who will the service affect?

πŸ’‘

If the solution affects any team we need to convince them to work with us

Operation Team

Ops team needs to train their staffs on the new ways of communicating with Customers

Data team

They need to work on a new recommendation system

Digital Product

Design an intuitive UI and revise the User flow.

The POS team

They need to work with us to make some improvements for the POS User Interface.

Marketing Team

Work with data team to establish a new recommendation model

Improving the POS Interface and how users (Cashier and Customer) interact

How to convince other departments

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The important mission of this project is not only the solution, but how to convince and influence the whole service to aim and work toward the ultimate goals.

Step 1: Get the nod from the management

It's hard to go around the office and just push things. I need to get the support from the top management to execute the projects. This is the most crucial steps. My manager also is the Group CPO of the parent company, has helped me a lot in paving the ways to connect with all the departments.

Step 2: Get all the information needed

Communicate, meeting with all the department key person. Ask them their needs, ask about the current situation

Step 3: Prepare the solution

To better communicate with all stakeholders involved, I'l create an interactive journey on Figma so people can easily visualize how the new service looks like. With this it has helped me get the agreement faster and easier from them

The interactive journey map

The results for phase 1

We've applied the new design to the POS machine at store then rolled out the new operation to the Cashier

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We received some positive feedbacks from the staffs at the first 5 stores that we run the new operation. It's in Vietnamese but in overall it did help the cashier in quickly catch the information they need to serve the Customers

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There was no activity to collect customer feedbacks at the time I left yet

Conclusion

I only worked for this project in around 5 months, the development and improvement were still going on. However the COVID situation is getting worse and in-store ordering is being affected a lot. For now the strategy may change and might not be the same as before, this project may not be prioritized as before.

However, what I've learnt from this is how to practice and influence the service design mindset in a retail company; understanding how improving the service and internal operation might improving the final experience of Customers. What I've achieved was how I could bring all the stakeholders into one place and aiming for one ultimate goal. How to help the stakeholders to solve their pain points but still can benefit their KPIs in serving the customers.

Thanks for reading

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