Case 2 Customer Experience Value Structuring Project
Industry: Large B2B Enterprise/ Company Size: 1,000+ Employees
◾️ Background & Concept
The executive leadership team recognized that, for a B2B company, improving customer experience was essential for sustainable growth. However, several foundational challenges existed:
-
The company lacked a clear definition of what “customer experience value” meant internally
-
The elements that shape customer experience had not been systematically organized
-
The relationship between customer satisfaction and internal initiatives was not visible
As a result, the organization first needed to understand its current state and structure customer experience strategically before implementing new initiatives.
◾️ Scope of Support
[Defining and Structuring Customer Experience Value]
-
Facilitated internal workshops involving approximately 30 participants, including executives and senior leadership
-
Helped articulate what “customer experience value” meant for the organization
-
Identified and structured the key components that shape customer experience
[Qualitative and Quantitative Research]
-
Conducted interviews with employees who had received particularly high evaluations from clients to identify both strengths and missing elements in customer experience delivery
-
Defined customer experience as “project satisfaction” and conducted online surveys targeting both clients and internal teams
-
Applied quadrant analysis to visualize the relationship between satisfaction impact and the level of internal implementation across different factors
[Strategic Recommendations]
-
Identified factors that strongly contributed to customer satisfaction despite receiving insufficient organizational attention
-
Organized priorities and proposed initiatives to be considered in future strategic planning cycles
◾️ Outcomes
-
Established a shared internal understanding of customer experience value as a common organizational language
-
Clarified strategic priorities by structurally identifying the factors that influence customer satisfaction
-
Transformed previously intuitive or subjective evaluations into measurable insights
-
Received strong evaluations from project stakeholders, leading to multiple additional projects from other divisions within the organization