With a business over-reliant on offline processes, resulting in multiple pain points and a resource-intensive customer journey, Carlsberg asked us to look at how we could resolve these issues.
My role was to onboard the stakeholders across all markets while leading the UX team throughout the project.
The central challenge for a global business like Carlsberg in driving transformation at this scale is complexity.
Different markets have different product sets, ways of working, individual challenges and specific pain points while opportunities along the customer journey often span multiple parts of the business. For example, a particular business challenge could involve sales, customer service, IT systems, and digital marketing.
Right from the start, it was important we had a clear plan of action that the stakeholders could both align with and help us manage.
Our approach was to map the end-to-end customer journey across every single touch point, in 8 different markets. To do this, we conducted workshops with key internal stakeholders, sales teams, IT staff, digital marketing and, perhaps most importantly, customers. Allowing us to understand the overall customer experience through each stage of the relationship: awareness, consideration, commitment, transaction, and retention.
To identify differences in local markets, we ran workshops across 7 countries and then supported the findings with a cross-analysis of Carlsberg’s customer data.
With the data gathered from the workshops; we were then able to produce an extensive customer journey map, detailing motivations and pain points. The map allowed us to define the quick wins and longer-term opportunities that could transform the customer journey.
It also helped us define business goals, providing clear initiatives to improve customer satisfaction, retention and, ultimately sales. For example, using mobile technology to anticipate our partner buyers’ needs, and give them total control and flexibility over their inventory management. A digital revenue booster toolkit would also help them drive business by providing resources for staff training, product discovery, category trends, and shopper insights. Other recommendations included bespoke loyalty programs for partners, powered by our audience insights.
Carlsberg’s global and local market teams are now taking this work and are in the process of implementing it.