De Lage Landen is a global supplier financing company. DLL provides asset-based financial solutions in agriculture, healthcare, construction, heavy transport, industry, and office technology.
To achieve the intended goal, we proposed a series of workshops and additional independent work for a team of employees. The strategy allowed for complete immersion in the process and empathy with the target group. By the end of the project, they had a much better understanding of the customer needs, pains, and values – not only at the stage of loyalty/retention but also at earlier stages of the customer’s path to holistically depict the entire process.
What was an added value to the whole project was the fact that DLL is a company operating in the B2B market. Therefore, the experience mapping process required a 3-dimensional analysis of the client in terms of:
The first workshop meeting was crucial to understanding how diversified and complex the target groups in the B2B market are. Their clustering and prioritization allowed for the selection of the most crucial ones that:
A) Have a significant business impact
B) Require attention in terms of after-sales services
In the following stages, the team of employees was to conduct independent interviews with selected customers (end customer and broker), which laid the foundations for mapping the customer path from the three different perspectives mentioned above. This allowed for a deep immersion in the needs and experiences of end customers, DLL partners, and even the DLL itself. This holistic approach has highlighted where the customer is taken care of and where experience improvement is required.
At the last workshop, we attempted to identify the problems faced by the client (in each of the three perspectives), which were then prioritized and, using the Design Thinking tools, participants went through an ideational session, creating creative solutions for the identified problems.
DLL employees participating in the project had the opportunity to understand how important it is to constantly create and optimize customer experiences, regardless of whether we are talking about a DLL partner or an end customer because the experiences of one entity directly affect the other.
What’s more, they had the opportunity to empathize with their client and realize that client loyalty is the sum of all positive experiences and interactions with the company, which means that each stage of the path must be constantly improved.
We also wanted to instill in DLL employees the scalability of the proposed solutions and tools. Most of them can be easily used not only to optimize activities in the context of customer experience management but also in other business areas.
DLL employees participating in the project had the opportunity to understand how important it is to constantly create and optimize customer experiences, regardless of whether we are talking about a DLL partner or an end customer because the experiences of one entity directly affect the other.
What’s more, they had the opportunity to empathize with their client and realize that client loyalty is the sum of all positive experiences and interactions with the company, which means that each stage of the path must be constantly improved.
