Analysis of the Customer Journey for a Retail Payment Card - Chile

Project status
Project start date
As soon as possible
Project posted
7 May 2019 08:52
Project duration (approx.)
4 Months
Budget (approx.)
US$800 / day
Level of Experience
Financial Services
Area of expertise
Market Analysis, Strategy, Business Process Optimisation
Consultant location
Spanish (Essential)

Objectives and Key Deliverables

We are the consulting arm of a major card payments company.

We're advising a retail organization on the customer acquisition journey for their payment card to help them align with customer expectations.

The assignment falls into 2 parts;
PART 1 - Analysis and diagnostics
- WORKSHOP with the team to align on work plan, key dates, objectives and protocols

LOOKING IN: Carrying out internal interviews (4-6) with company leaders, in their workspaces or by telephone, to gather information about the company and know their points of view about the challenge, strategic objectives and current perspective on the business .

DESK RESEARCH. Survey of trends, success stories, references and inspiration -of Chile and the world- in relation to the challenge. Review of reports and relevant information provided by the company.

RECRUITMENT OF PARTICIPANTS: Preparation of filters and recruitment of participants according to the profiles previously defined with the team

ETHNOGRAPHIC INVESTIGATION: Interviews and observation in context to the companies clients to deepen their perceptions regarding the experience of acquisition and activation of the card, through the different communication and attention channels. Realization of projective activities using different stimuli in order to investigate their preferences, motivations and attitudes

MYSTERY SHOPPER: The team will immerse in the experience of acquisition and activation in stores and other channels through activities of Mystery Shopper in order to achieve a participative immersion in the experience.

INFORMATION ANALYSIS: Work sessions to make sense of the information obtained during the ethnographic research activities. Identification of insights, pain points, drivers and other relevant aspects of the current experience.

DIAGNOSTIC REPORT: Visual report that presents the results of the investigation and survey of the clients' experience, identifying insights, pain points, drivers and other relevant aspects of their current experience. Identification of opportunities to design improvements in the acquisition and activation experience.

CUSTOMER JOURNEY MAP: Infographics that describe and visualize the customer's experience throughout the acquisition and first purchase, identifying insights, pain points, drivers and other relevant aspects.

PART 2 - Solutions Strategy and implementation recommendations

STRATEGY WORKSHOP: Work session with the team where the results of the research and analysis are presented through the diagnostic report and the Customer Journey and strategies, initiatives and solutions are developed for the areas of opportunity detected.

IDEATION + VISUALIZATION / PROTOTYPE. Development of concepts, visualizations and prototypes of the ideas generated in the workshop and preparation of materials for validation activities with clients and internal teams.

VALIDATION WITH CUSTOMERS AND COLLABORATORS. Validation sessions where the solution proposals are presented with the aim of obtaining feedback and refining the ideas.

Suggested sample: 8 clients + 4 collaborators from different channels.

REFINEMENT WITH INTERNAL EQUIPMENT. Validation sessions with internal company teams in order to evaluate the feasibility and feasibility of the proposals under development and obtain feedback on the different aspects of the new customer experience. Prioritization of initiatives and preparation of a phased implementation plan.

DEFINITION OF EXPERIENCE. Based on the feedback received from clients and internal teams, the new acquisition and activation experience of the Card will be developed.

ELABORATION OF DELIVERABLES: Development of final deliverables where the results of the project are presented through visual and actionable formats.

FINAL PRESENTATION: Work session where we transfer the final recommendations to the team and work together to define the next steps. The objective of this session is to make sure that the recommendations are transformed into actionable strategies.

FINAL REPORT: Document that describes the new acquisition and activation experience. Description of the proposed solutions together with reference visualizations and implementation guidelines. Definition of concrete actions to be executed in the short, medium and long term.

BLUEPRINT: Infographic that visualizes the proposed new experience, highlighting the activities, key actors and touchpoints through the key moments of the acquisition and activation experience

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