The "6-Star" Project
The "6-Star" Project
A local non-profit in Michigan sought to enhance their customer experience by increasing transparency throughout the customer ordering process. Where are opportunities for more "touch points" with customers, from the moment they buy the product to when they receive it? Using auto-ethnographic methods, I mapped potential pain points across the customer journey and developed recommendations for improvement.
A non-profit wanted help with making their customer experience "6-stars". After customers order a service from this non-profit, there is little to no communication about what happens after until the order is fulfilled. The non-profit wanted help to improve transparency, communication, and touch-points after customers place orders and to build customer loyalty so that they continue to use their services.
How can we keep customers engaged throughout their customer experience and beyond?
Founder and Executive Director of the non-profit
(8) Interns
~2 weeks
The nature of the non-profit made it difficult to directly speak to customers due to privacy around HIPAA laws. Due to this, limited budget, and time constraints, our team decided the best method to collect data on the customer experience that lead to actionable insights was to become customers ourselves -- a method called Auto-Ethnography.
Each member of the team became a customer and recorded observations of their journey, from finding the non-profits website to selecting a service to order. What was it like to visit the website? Complete an order? Receieve that order? We met as a team to share our individual observations and synthesize them into a report for the CEO.
We delivered a final report to the CEO with 8 detailed actionable recommendations for improving transparency and communication across the customer journey.