SITUATION

Leverage insights from secret shopping and gap analysis to drive ideas for a new direction 

Insights from the secret shopping and gap analysis previously done with the retailer and top competitors supported the need for a new approach to content in customer communications. We collaborated with the retailer to develop ideas for a new direction with messaging, voice, tone, and information design across multiple channels and touchpoints. 

SOLUTION

Test the concepts, analyze findings, and validate proposed direction 

Leveraging our CS Forge and CS Lab solutions, our team collaborated with the client to create a series of mock-ups reflecting ideas for a new direction. We conducted testing with a group of diverse participants who had relevant home improvement experience for the testing scenario. The testing guided participants through a series of exercises designed to assess how they prioritized information, their preferences on message structure and style, and comprehension and sentiment across the order journey.   

RESULTS

Reduce customer support costs and improve the overall customer experience 

The testing validated the new conceptual direction for the retailer’s message system. 91% of participants preferred the new version of the message mock-ups to the old messages. Participants valued the importance of design items in the messages such as product images, progress bars, redirect buttons, and banners. Participants also provided key insights into the type of information and organization of that information to better improve their experience.

The data gathered from testing combined with the secret shopping analysis resulted in a modernized and comprehensive content strategy for customer experience communication. The recommendations provided actionable steps to achieve their content vision, improve customer experience and brand loyalty, and reduce costs associated with redundant or confusing communication.