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

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💡

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 (TCH) has been known as an F&B company that utilizes the power of data by making its Customer App. Currently, they only use their data to forecast the products and marketing campaigns. What if they could use the data to improve the Customer Experience by recommending the right products and providing better customer service?

Goals & Objectives

TCH wants to deliver the WOW experience by understanding real Customer’ needs and then personalizing their experiences in-store.

Utilize Customer data to personalize Customer Experience and improve the Order Experience of TCH Cashiers.

🔎 Understand the current service

There are 4 components

🤷🏻

People

📱

Touchpoint

🛠

System

Operation

🤷🏻 The people

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Cashiers

The cashiers are doing their best to personalize the Customer experience by remembering each customer by themselves. It requires an experienced Cashier who has been working at the store for more than six months. However, the cashier will not remember their information and needs for customers who rarely come to the store but order online.

😍 Wants

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

🙁 Pain points

  • Passively interact with Customers.
💡

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

🙁 Pain points

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

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

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The Customer Service

CS team handles mainly the complaint from Customers who order online about their experience with the orders. However, CS needs to ask the same questions every time a customer calls (such as providing the order information); this creates more frustration, especially when customers are upset.

😍 Wants

Solve Customer’s Problems smooth and faster.

🙁 Pain points

Don’t know the problems that customers face and need to ask customers so many questions; this reduces the overall experience when customers complain about their orders

💡

How might we help the CS to provide better service when receiving complaints from the customers?

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The Customers

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

😍 Wants

Order faster

🙁 Pain points

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

💡

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

📱 The Touchpoint

The Coffee House App

TCH App plays an essential role in connecting online and offline experiences. 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)

🙁 Pain points

The POS at store

😍 Wants

Better UI to help cashiers quickly operate their tasks.

🙁 Pain points

It lacks relevant data to give guidelines to the 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

🛠 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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⚙️ The current Operation and Customer Journey

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💡Ideation

💡

To elevate the service design practice, we need to improve the experience at different touchpoints. Further than that, we need to link the touchpoint to other key actors in the whole journey. Focus on enhancing their experience through the entire 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 suggest to our Customers.

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

The cashier needs to learn a new way of communicating with Customers successfully.

Who will the service affect?

💡

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

Operation Team

Ops team needs to train their staff 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

works with the data team to establish a new recommendation model.

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

How to convince other departments

The critical 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 push things. I need to get support from the top management to execute the projects. These are 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 would create an interactive journey on Figma to visualize the new service easily. 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 positive feedback from the staff at the first five stores that we run the new operation. Of course, it’s in Vietnamese, but overall, it did help the cashier 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 on this project for around five 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 learned 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 improve the final experience of Customers. I’ve achieved how I could bring all the stakeholders into one place and aim for one ultimate goal, how to help the stakeholders solve their pain points but still benefit their KPIs in serving the customers.

Thanks for reading

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