Creative Consulting
  • B (Global Manufacturer)
Improving Customer Experience through Service Design

Leading global manufacturers have made headstarts in efforts to better manage customer engagements. The CEM (Customer Experience Management) design project for a global automotive manufacturer was aimed at systematically managing all customer touch points encompassing the entire purchase decision journey from the research, purchase to use phase.

FRUM approached the customer experience management challenges from a service design methodology perspective, and analyzed all stages of automotive customer journey. Pain points were deduced from both sides of customers and dealers, and optimized solutions were suggested for each pain point.

Based on the brand strategy, detailed improvements in Humanware, Hardware and Software were devised to provide a differentiated experience and value consistent with the brand character.