MaxiToys

Crossroad helped store managers to re-design the customer experience in their stores with the help of service design thinking tools

“Positive feedback from the entire commercial network was received on: the format of the workshops, the openness and willingness to listen from both facilitators and the created dynamics between colleagues”

Challenge

Our customer is a toys chain with stores located mostly in shopping centers in the urban periphery. They are well known as a discount warehouse and they decided to invest more in improving their service and their customer experience.

Our customer wanted to get to know the principles of service design and asked Crossroad to organize a series of workshops for the entire group of store managers.

Approach

  • Together with the commercial management, Crossroad worked out a series of workshops focused on building customer types (persona’s), analyzing customer journeys and visualizing improvement ideas (storyboards).
  • In only 3 days time a total of 191 employees, split in 25 groups, took part in the interactive workshops.
  • During the workshops the customer logo and the new-collection toys got a prominent role in the different exercises.
  • Four trainers of a bureau specialized in commercial skills were involved as coaches and ensured the link between current and future trainings.

Result

  • Positive feedback from the entire commercial network was received on: the format of the workshops, the openness and willingness to listen from both facilitators and the created dynamics between colleagues.
  • 9 final customer types (persona’s), 25 customer journeys for welcoming a customer, choosing a toy, paying and receiving after-sales service.
  • 42 improvement points, 25 written scenario’s to improve specific interactions with the customer during his/her time of shopping in the store.
  • 13 priorities regarding logistics, store layout and use of space, live-service and online interactions, communication and follow-up.
  • These priorities formed the base of an action plan for every store.