Brief
Using Design Thinking to define the new CRM strategy and improve the customer journey in the mall through digital innovation
Project type:
Digital Strategy & Service Design
| CRM Strategy
Specialities:
- UX Research
- Concept testing
- Stanford Design Thinking
Delivrables:
- Interviews
- Personas
- Experience map
- Design Principles
- Strategy
Context
Unibail Rodamco is the leader in commercial real estate management and master the business of qualified traffic provider to its stores’ clients.
This business has a natural extension in the digital world, mobile and social web, as they naturally fit in the customer journeys.
The next step of this proven excellence is to build a Customer Relationship Management for its malls and leverage the digital to increase customer satisfaction.
Unibail Rodamco was convinced by human centred design and we followed the Design Thinking method from the Stanford Design School
0. Frame
Frame the CRM and understand the Data, tools and investments constraints and expected ROI.
Phase 1 – Empathize
Go to the field to understand people’s real needs and expectations regarding loyalty to the malls
Phase 2 – Ideate
Co-create the design principles of a feasible, viable and and desirable CRM approach
Phase 3 – Prototype
Produce and share the CRM Strategy
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