SERVICE DESIGN
Project: Design a B2B and B2C platform to leverage personalization rules in delivering targeted content to customers
Role: Portal website owner, BSL owner, CMS owner, client side UX lead, customer insights co-lead
Approach: Based on customer needs derived from contextual interviews, persona development, and journey mapping, develop an online personalization system that delivers the right information to the right user at the right time
Key Considerations: Service blueprinting revealed legacy enterprise systems integration data with schemas found to be inflexible, and thus a robust BSL was developed to deliver the required functionality. The already clean data in the MRP DB was first leveraged in the BSL for a B2B customer solution, with the post-cleansing Service/Ecommerce DBs deployed in the second phase for a B2C customer solution
Results: An innovative set of portal applications for B2B that provided a competitive advantage for the company within the office products market, and a B2C experience that provided tailored content, drove customer engagement, and increased customer satisfaction within the consumer products market.
B2B platform KPIs after the first year: Total professional products sales increased 2% YoY, product reseller NPS score increased 12%
B2C platform KPIs after the first year: Total online customer engagement increased 9%
