A GAP-analysis on customer experience
The elevator, a high-quality product, is central to Mitsubishi Elevator Europe (MEE). Skilled mechanics work with pride all over the country to relieve owners. Besides quality, can MEE also distinguish itself in services? And how is the service actually experienced by the customer?
The objective was a GAP analysis focusing on the customer experience of the Mitsubishi Elevator Europe brand and its services.
The challenge for MEE is that the paying customer is not always the real customer. How about a hotel, for example? What if you get stuck there, even if this is highly unlikely? Who is then responsible to get you out? In other words, when we talk about users, who are we talking about? There are more unanswered questions that hinder the understanding of the user. What impact does an elevator renovation have, for example on the residents of an apartment complex? And how do customers experience the maintenance and the invoice that follows?
These are just a few aspects in the life of an elevator that we have selected. With the focus on the end users and their experience of the elevator. Those are the real customers.
Mitsubishi Elevator Europe
A GAP analysis focused on the customer experience of Mitsubishi Elevator Europe and its services.
Better understanding of the complexity and richness of the customer experience and insight into bottlenecks and solutions.
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The Life Cycle
What made this project specific was that it is almost impossible to set up a customer journey map because there are many customers with just as many different wishes and needs. And so we mapped a journey of every service and experience in the life of an elevator. The Elevator Life Cycle. This helped us to identify and analyze the role the lift plays in the lives of all imaginable customers and users.
We then translated all insights into promising improvements and innovations. From a different attitude towards the lift users to small – quick to implement – interventions and improvements. We have plotted all these subjects in a roadmap: a poster with a length of 2 meters!
The area of improvement that we have focused on in the first place is the customer contact and the documents involved. Our hypothesis was that there are opportunities for improvement where the effect on the customer experience would be great. Effect could be measured quickly. Something that was important not only for the success of the quotes and invoices, but also for the organization to experience how you can make a difference. Simple and pragmatic.
Making it visible
By creating a tangible report, together you can point out where the opportunities lie.
The first areas we focused on are customer contact documents, as we call them. Our hypothesis was that there are opportunities for improvement where the effect on the customer experience would be great. Effect could be measured quickly. Something that was important not only for the success of the offers and invoices, but also for the organization to experience how you can make a difference. Simple and pragmatic.
By low-budget and quick testing, you discover where for the longterm there are or are no bigger scale investments to make. Prototyping leads to surprising insights.
By interviewing all stakeholders we were able to see patterns and make conventions between them. On the basis of all the insights, we created a new direction for their services.
What came out of this research?
A clear vision of who their real clients were. Because of this a better understanding of the complexity and richness of the user experience. Insight in the role of the client in this particular product and process-driven organization. The takeaway that experiences are valuable, for clients as well as colleagues.
Services to love
Shortcomings behind the scenes impact how people perceive your organization. Service design enables you to envision and create the ideal customer experience. With hands-on tools we help you improve and innovate services, processes, assets and culture.
Interviews, Stakeholder analyses, Customer Journey Mapping, Prototyping, Co-creation