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Queue 'Advisory Board'


Michael Netter

Tracy Chadwell

Thomas Britt

Major Wireless Telecommunications Company

Personas & CX Journey Mapping

Creating a Unified Customer-Centric Framework for Design Strategy



The client’s goal was to consolidate existing personas from across the organization, including sales and support channels, and develop a deeper understanding of the customer experience in order to produce a comprehensive customer journey map that would enable various departments to work within a unified customer-centric framework.


We designed a multi-methodology approach:


Audit to Align Sales and Support Personas

Analyzed and synthesized exisiting customer personas, reflective of both sales and support channels, to form a unified holistic view of key customer profiles.


Pre-Interview Journey Map Assignment

We then recruited particpants, across 6 audience segments, to complete a pre-interview journey map assignment to obtain a 360 degree view of the major components of the customer journey by pinpointing similaritied and differences in the journey across various personas.


In Depth Interviews for Customer Journey Ideation and Deep Dive

A selection of participants were chosen from the pre-assignment sample to come in for interviews and participate in a deep-dive discussion about their experience maps as well as ideate about their needs and identify opportunities to enhance the customer experience throughout.  We also interviewed Retail Sales Reps and Online/Chat Support reps to incorporate their POV.




A comprehensive detailed customer journey map as well as six persona-specific journey maps, a list of key opportunities and a customer Bill of Rights – must haves for their ideal CX.


The journey maps delved into what they're doing, thinking and feeling at each stage. 

In addition, they outlined nuances, opportunity space, and cross tab comparisons.


The materials were utilized by the client to inform the creation of brand messaging, customer experience and design strategy across channels and future offerings.





TAGS: personas, Journey Maps, Technology, content, sales, co-creation, workshop, branding, marketing, content strategy, sales strategy, methodology, qualitative, in-depth interviews, IDIs, design strategy, opportunity, customer-centric

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