Turning ambitions into reality

Enhancing Customer understanding to improve Customer Experience

We audited existing data through employee interviews and previous feedback analysis to establish a baseline understanding of customer experiences. We designed initial customer journey maps, refined through cross-functional workshops. In-depth customer interviews revealed geographical nuances and specific needs, which were integrated into the customer journeys during workshops.

This process identified experience gaps and actionable strategies to enhance customer satisfaction.

  • Company Overview

    HL Display, a leading provider of retail merchandising and in-store solutions, embarked on a strategic initiative to enhance their understanding of customer experiences and identify opportunities for improvement across different markets.

    Objective for Unleashed’s assignment

    To identify actionable insights, enabling HL Display to refine their product and service offerings and improve customer satisfaction across key European markets.

    Our approach together with the team from HL Display

    Step 1: Creation of the Insight "Runway"

    Audit of Existing Data and Knowledge:

    Conducted comprehensive interviews with HL Display employees across various departments to gather existing knowledge and data about customer interactions and perceptions.

    Analyzed previous customer feedback and internal reports to establish a baseline understanding of the current customer experience.

    Design of the Journey Map:

    Utilized the data collected to design initial version of the customer journeys, identifying key touch points and areas of customer interaction.

    Organized workshops with cross-functional teams to refine and validate the journeys, ensuring it accurately represented the customer experience from multiple perspectives.

    Step 2: In-depth Customer Interviews

    Interviews:

    Conducted detailed interviews with customers to understand diverse geographical nuances and gain insights into their specific needs, expectations, and experiences with HL Display products and services.

    Analysis and Documentation:

    Findings were documented and analyzed thoroughly, with key insights incorporated into a report.

    Step 3: Socializing Workshops

    Integration of Insights:

    Conducted workshops to integrate the findings from customer interviews into the existing customer journeys.

    Discussions focused on identifying and addressing "Experience Gaps" that could hinder customer satisfaction and loyalty.

    Finalization and Documentation:

    The revised customer journey was finalized, highlighting key issues and actionable strategies to address identified gaps.

    A comprehensive story was created to illustrate the updated customer journey, key issues, and strategic actions needed to enhance customer experiences.

    Comment from Julia Wenner (Global Marketing Director)

    “Unleashed provided invaluable insights and helped us identify critical areas to improve customer satisfaction. Insights were highly actionable, and workshops helped to drive understanding and built our team’s commitment to customer-centric improvement. As a result, we were able to prioritize specific actions and effectively improve the customer experience."

Innovative development of Future Product Portfolio

We conducted extensive research involving interviews and feedback sessions with stakeholders, utilizing advanced analytics to understand customer preferences and behaviors. Together with the client we identified market "sweet spots" and key benefit areas through trend and competitor analysis. By establishing creative "sandboxes," cross-functional teams developed concepts aligned with customer needs and market opportunities.

The most promising concepts were refined into a future product portfolio, showcased in an innovative digital product catalogue. The innovative methodologies also revitalized current product offerings.

  • Company Overview

    Aritco is an award-winning manufacturer of platform lifts and home elevators. They recognized the need to rejuvenate its product line for the future and prepare for modularization.

    Objective for Unleashed’s assignment

    To facilitate and contribute to the development of a future product portfolio that meets emerging customer needs, optimizes market opportunities, and reinforces Aritco Lift’s market leadership.

    Our approach together with the team from Aritco

    Step 1: Generate Insights and core customer target needs

    Conducted extensive research, involving interviews and feedback sessions with partners, customers, and architects. Utilized advanced analytics tools to gather data on customer preferences, buying behaviors, and user experience at different stages of the customer journey.

    Step 2: Define Market Spaces to Win

    Identified potential "sweet spots" by analyzing trends, competitor strategies, and market dynamics. This involved the segmentation of the market to focus on areas with high growth potential and aligning them with Aritco’s strengths.

    Step 3: Define Benefit Areas

    From the comprehensive data collected, identified key benefit areas that customers valued most and Aritco could own. These findings directed the focus towards products that could deliver significant improvements in these areas.

    Step 4: Set direction for ideation

    Establishing multiple 'sandboxes'—controlled, creative environments where teams could experiment with new ideas without the constraints of normal production processes. Each sandbox focused on a specific combination of benefit areas and identified market spaces.

    Step 5: Run Insight-to-Concept Projects

    In each sandbox, cross-functional teams were tasked with developing concepts from the insights gathered. Each concept was developed with a clear Value Proposition and a detailed Product Attribute Profile, ensuring alignment with customer needs and market opportunities.

    Step 6: Outline the Future Product Portfolio

    The most promising concepts from the sandboxes were further refined and developed into conceptual product designs. These were compiled into a future product portfolio and showcased in an innovative digital product catalogue. This catalogue not only highlighted the unique value propositions of each product but also demonstrated how these met the identified sweet spots and customer expectations.

    Comment from David Schill (Global Marketing Director) & Niklas Karlsson (VP Vice President Products, Services and Technology)

    “Unleashed’s comprehensive experience and well-defined approach helped us develop our future product portfolio. The innovative methodologies gave us also input to revitalize our current product offerings.”

Strategic Transformation of an IT Organization

We conducted cross-functional workshops and weekly check-ins to ensure the strategy stayed on track, facilitating agile decision-making. We defined IT’s long-term vision, set actionable game plans, established a performance management framework, and aligned commercial aspirations with IT capabilities.

The alignment of vision, operational capabilities, and customer focus enhanced operational efficiency and employee engagement step by step.

  • Company Overview

    Our client offers a broad range of insurance products and is a leading player in the North American insurance industry. To enhance its competitive edge, the CIO embarked on a comprehensive transformational journey, aligning the corporate vision with operational execution and instilling a customer and market-driven focus throughout the IT organization.

     Objective of Unleashed’s Assignment

    The goal was to visualize and support the implementation of a transformational strategy to streamline operations, enhance performance management, and foster sustainable growth aligned with corporate and business unit-specific goals.

    Our Methodology with the Client Team

    Regular Workshops and Stakeholder Engagement We conducted a series of cross-functional workshops with stakeholders from various departments, focusing on different topics. These sessions were instrumental in gathering diverse insights and fostering collaborative thinking among leaders.

    Regular Sounding Boards Weekly check-ins at both strategic and operational levels ensured the implementation remained on track. This facilitated agile decision-making and allowed for the integration of new insights or changes in strategy.

    Unleashed's Strategic Approach

    Visualizing the Journey and Setting Game Plans

    We defined IT’s long-term vision and the strategic path to achieve it. This involved setting specific, actionable game plans for each function, tailored to their unique challenges and opportunities, ensuring alignment with the overarching corporate strategy.

    Managing Performance, Critical Success Factors & KPIs

    We established a management framework that outlined leadership expectations and critical success factors with related KPIs to track development over time.

    Customer and Market-Driven Focus

    The IT organization undertook significant steps to develop a customer and market-driven approach. This included conducting customer/user research to better understand market needs and customer/user expectations.

    Integrating Commercial Aspirations with Capabilities

    We introduced initiatives to align the company’s commercial aspirations with IT’s existing capabilities. This strategic alignment ensured the organization was equipped and ready to execute the company’s commercial goals effectively.

    Comment from the CIO

    “We are on a strategic transformation journey, and the well-orchestrated alignment of vision, operational capabilities, and customer focus enhances operational efficiency and employee engagement step by step. Thanks to Unleashed.”

    Info about the case can be shared in meetings.

Reinvigorating Sales through Strategic Repositioning

Through cross-functional teamwork, we concluded customer and market insights, based on which we identified key target consumers versus the competition. This allowed us to sharpen Electrolux's service value proposition and portfolio structure, driving sales growth and outlining 'how to' upsell services along the customer journey.

This strategic repositioning revitalized the service proposition and portfolio, enhancing its market appeal and setting a path for future sales growth.

  • Company Overview

    Electrolux, a leading global appliance company, initiated a Positioning Project to increase marketing appeal and sales performance of its aftermarket service offering. Unleashed was engaged as a trusted partner to lead this project.

    Objective for Unleashed’s assignment

    Find Electrolux unique positioning within the competitive environment to sharpen communication and increase sales in a 12 week project. 

    Our approach contained 3 steps with the team from Electrolux

    1.     Immersion: Understanding of current consumer & market data

    What: After a review of current consumer and market data and we concluded a collective view of the customers the market conditions could be reached with the data at hand. Workshop to gain a cross functional understanding and insights.

    Outcome: A cross functional baseline understanding of the current market position, threats and opportunities.

    2.     Where to play: Customer & market focus

    What: A set of intensive cross-functional workshops with stakeholders to gather diverse insights and fostering collaborative thinking among different teams.

    Outcomes: Who is the customer we can uniquely own? Identification of distinct customer segments that the service could more effectively target.

    3.     How to win: Market & competition

    What:  Working out what we can deliver, better than competition, given the consumer needs and market dynamics in key regions. Review of competitors positioning and differentiating USPs. Clarification of the unique selling propositions of Electrolux service, and identification of areas needing enhancement or innovation to increase market appeal.

    Outcomes: Differentiated value proposition with articulated benefits of the service to customers and differentiated in the marketplace. A pipeline of innovation areas for the future growth of the category.

    Comment from Anna Calmerskog, Category Marketing Manager Peace of Mind, Electrolux BA Europe

    “The collaboration between us and Unleashed on the Positioning Project successfully revitalized an existing service, demonstrating the power of strategic repositioning using in-depth analysis, innovative market strategies, and focused customer engagement.”