How might messaging be consistent and improve Customer Experience ?
Challenge
Origin Energy's diverse teams lacked consistency in message creation, with siloed processes creating inefficiency, delays, and a fragmented customer experience.
Client & Timeline
Origin Energy
2024, 8 weeks
Team & Role
Lead Experience Designer, Carla Sarli
Senior Service Designer, Hira Zuberi
Led the project end-to-end through discovery, definition, and implementation aligning teams around a co-designed, optimised message design experience using Service Design, CX, and Experience Design methods.
Methodologies
Service Design, CX, Experience Design
Outcomes
E2E Message Design Guidelines
A single source of truth for all teams.Governance Model
Supporting adoption across all teams overtime.
Impact
Reduced inefficiency and accelerated time to market through a consistent message design process
Teams empowered to create messages independently, reducing reliance on specialists.
Customers receive relevant messages on the right channels, strengthening brand coherence.
Alignment & Discovery
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This resulted in an understanding of key principles for multi channel messaging, best practices and guidelines to consider for multi channel use. Along with a variety of formats to present messaging guidelines and potential governance models.
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This resulted in building blocks for the Messaging Playbook across key stages and channels with some examples and use cases:
Customer personas and segments
Journeys & Lifecycle stages
Message’s categories
Messages’ types & triggers
Channels in use & Channels usage.
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This resulted in mapping and alignment of multiple current state systems of different teams through validation sessions.
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This resulted in clearly defined internal and customer focused success metrics to measure and evaluate the project and it’s outcomes overtime.
Definition
& Co-Design
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This resulted in understanding team dependencies and current ways of working. Mapping of end-to-end current state process with pain points and opportunities. Additionally, elements for a future state message design process, it’s governance and adoption.
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This ensured that sufficient level of detail was available for all teams and members with varied experience in messaging. It allowed us to collectively find a balance between a playbook that was too generic or too prescriptive. Secondly, avoiding sharing too much information vs sharing too little.
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Resulted in prototypes that had been tested with it’s users. This allowed me to make the required iterations and changes based on the initial feedback rounds and have the prototypes ready for implementation and roll out to the wider team.
As one outcome, it provides clear guidance for creating high-quality messages, from design to execution. It serves as a mandatory reference for all message creation tasks, promoting creative freedom within a common framework.
What is the Origin Messaging & CX Playbook?
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Reliable source of information that builds confidence in teams.
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Establishes a common and shared language across all teams.
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Optimises the message creation process to achieve business goals and meet customer needs.
Scalability & Sustainability
How might we facilitate enterprise wide adoption of the CX Playbook?
Governance Process
A defined process that leads to feedback loops and continuous improvement through systemic review and updating of the CX playbook which is a living document on internal channels accessible by all teams.
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Promote the Playbook.
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Enforce playbook use in all teams and manage changes.
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Embed playbook in their workflow.
