We were asked to support Etisalat to re-imagine the future vision for small and medium businesses (SMB) through the Order to Fulfillment experience. A set of activities were initiated to understand the changing needs and expectations of SMB customers in the region. The objective is to identify opportunities to differentiate the future customer experience whilst enabling the transformation of Etisalat’s business.Re-imagine the Order to Fulfillment customer journey to create a future service vision for SMB customers. The goal was to deliver experiences that customers can happily consume, use, and integrate into their lives.
The story started with the "Why" question. To clearly understand why users need this app I decided to conduct user interviews with different user groups.I was curious to know the user goals and pain points.
The project was done in four distinct phases- discovery, define, design and develop. Following activities were carried out during the discovery phase of the project
Following activities were carried out during the discovery phase of the project
SMB customer research, stake holder interviews, technology trend analysis, co creation workshop Planning. Aim was to frame the problem by gaining a full understanding of the questions, scope, and overall context of the service.
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TARGET CUSTOMER EXPERIENCE
The customer receives information
and communication across all channels in a tone and style which is tailored to
their behavioral mindset.
Every digital and in-person engagement
the customer has with Etisalat is designed and delivered in a manner that is
best suited for his or her mindset. For example, a value-driven mindset would
receive a more succinct interaction with an emphasis on quantitative
information, while the interactions designed for an experience-driven mindset
would include more demos, aspirational messages, and use of imagery.
/Receives highly personalized communication and interactions.
/Intuitively navigates to offerings which are relevant to their business
/Feels that Etisalat is brand which they can relate to
The customer feels recognized and
reassured while exploring the product portfolio with the guidance of a friendly
virtual assistant that interprets and reacts to the customers emotional and
functional needs in real-time.
The customer engages in a conversation
with a virtual assistant that adjusts the style and tone of communication in
response to the customer's real time reactions, (tone of voice or facial
expressions). The virtual assistant narrows down the product portfolio and
suggests relevant product offerings based on information exchanged during the
conversation. As a result, the customer receives the right product on the spot.
/Highly engaging and memorable interaction
/On-demand and faster service
/Personalized interaction and service
/Increased convenience due to the decrease effort when exploring offerings and picking the best options
The customer is empowered with the
knowledge and equipped with the right tools to build fully customized and
industry specific bundles based on their business needs.
Based on suggestions made by Etisalat,
the customer chooses from a variety of preset industry-specific bundles that
can be further customized to best suit their operational and business needs.
/Transparent view of Etisalat business model
/Personalized services that match customers' preferences
/Provides a clear and intuitive view of the full range of service options
04 SCANNING SPACE
The customer has the ability to digitally replicate their office space and instantaneously receive accurate quotes for infrastructure-based products, reducing the overall delivery timelines and frequency of site visits.
An augmented reality experience that
allows the customer to intuitively create a digital replica of their office space and capture relevant functional elements. This allows the customer to gain a better understanding of their telco needs, get more accurate quotes and eliminates the need for site visits by Etisalat employees.
/Immediate and fast service (no need to wait for site visits)
/Engaging and differentiated experience that empowers the customer
/The ability to explore and experience more options when designing office space
/Optimized space design for Feels that Etisalat is brand which they can relate to better service quality
05 CREATING PROFILE
The customer will seamlessly create
a business profile by simply scanning their Emirates ID. This will automatically gather relevant company information and documentation from external data sources.
When creating a business profile for the
first time, the customer is simply required to scan their Emirates ID to create an initial and comprehensive business profile. Through data integration, Etisalat collects all the required customer data from various external data
partners. All information gathered at this stage, will not be requested again.
/Faster service due to the automatization of information requests
/Convenience due to the removal of data collection steps along
/Increased privacy and data security
/Eliminates need to enter information or provide documents repeatedly
The customer is presented with a
choice to freely test and monitor all products and services prior to making a
The customer chooses to opt into a one
trial of their bundle package. This gives the customer the chance to use and
test products prior to fully committing their company's resources to a full
/Personalized offering through guidance
/Trust, established through transparency
/Increasing customer satisfaction due to better targeted products
07 UNDERSTANDING USAGE
The customer has a comprehensive
understanding of their organizational usage behavior and will be offered customized product and service recommendations.
After the trial has concluded, the
customer receives a full report summarizing their business's usage behavior
during the test period. They also receive a customized product configuration
based on their usage or receive suggestions for alternative solutions that
would better fit their business needs.
/Faster time to purchase and activate
/Better understanding of how employees and business uses products
/Better tailored products and recommendations
/Personalized communication of benefits using customers' own data
/Builds trust by showing a clear connection between the collected customer data and the customer benefit
08 CONFIRMING DETAILS
The customer effortlessly confirms
details about their delivery location and building information without the need
for the customer to input any data.
Upon ordering a product, the customer is
prompted to confirm whether the delivery address suggested by the system is correct. Through data integration, Etisalat is able to source the customer's Makani and other location-based information, removing the need for the customer to manually enter information or provide documentation.
/Convenience due to the removal of data collection steps
09 SELECTING PAYMENT MODEL
The customer is provided with
multiple payment options, including subscriptions, which cater to their
business needs and budgets.
with a virtual assistant that presents them with various flexible payment models that they can choose from based on their business needs and budget. E.g. subscription models or financing options. The payment companion also initiates and processes payments through conversational interactions.
/Adaptable, personalized offering and services
/No cancellation fees
/The ability to try, experience different offerings
/Feeling of a relationship and partnership, instead of a transactional interaction
The customer is given full flexibility to select their preferred delivery mode and timeframe, regardless of their location.
Based on time frame, availability,
urgency and budget, the customer can choose which delivery method they prefer.
Third party companies would be integral to the execution of a flexible, cost
effective and scalable delivery model.
/Increased flexibility of delivery methods
/Faster delivery times
/Convenience due to the adaptive nature of delivery planning
11 RECEIVING DELIVERY
The customer feels reassured that
their product deliveries are securely and seamlessly received by an approved
Upon delivery, the delivery driver scans
the customer's face through a mobile device camera. The facial recognition
technology cross checks the customer with approved employees in the system.
/Secure deliveries only to authorized employees
/Convenience and time saved due to the simplification of identification process
12 ACTIVATING PRODUCT
The customer is introduced to their pre-configured products through an intuitive and instantaneous activation experience.
By simply scanning the QR code on the product packaging, the customer is able to instantaneously activate the pre-configured product and watch instructional and reassuring onboarding videos.
/Saving time by eliminating the need to configure the product and starting to use immediately
/"One-click purchase" experience that creates convenience
/Receiving tangible value for the provided data
13 APPROVING SERVICE CHANGES
The customer feels that Etisalat
understands the unpredictable nature of their business and provides them with
flexible product offerings that respond to their changing needs.
The customer approves the monthly plan
suggestion changes initiated by Etisalat through the simple click of a button.
By tracking the customer's ongoing usage over a period of time, Etisalat is able to adapt (downgrade, upgrade, or suggest new) product plan sand subscriptions. This gives the customer a more accurate and flexible way of deploying telco services based on the fluctuating needs of the their business.
/Feeling secure and free of the stress of over-paying for or under-using products and services.
14 SELECTING SERVICE TIERS
The customers have a transparent
view of the style and standard of service they receive and have options to
purchase upgrades based on the needs of their company.
The customer is able to freely pick the quality and level of service that best fits their business needs and budget. This is by having a clear understanding of the various service tiers available and their associated benefits.
The customer feels that Etisalat is a trusted business partner that actively seeks to help them grow through exposure to relevant and engaging content.
The customer receives customized
reminders, branded messages, industry best practice content, and relevant information that keeps them engaged and in the loop until the next product order.
/Individual care and reassurance from Etisalat
/More effective communication