Stacey Seronick

research, design, strategy, art & fashion

design and development of content, sites, apps, experiences, logos, what-have-you

Researching and Designing an Enterprise Messaging Strategy for Business-to-Business Customers for an American financial services giant

Highlighted Skills Used:
Semi-structured user/stakeholder interviews
Process Design/Business Strategy
Current-state and future-state service blueprints
Presentation Design + Achieving Buy-In

Requirements gathering, synthesizing, prioritizing

Context:

  • Anecdotally, the business-to-business (B2B) division of an American financial services giant believed that they were “over-communicating” with their customers, who are mainly accounts payable and receivable and treasury managers in corporation’s accounting offices.

 

The Challenge:

  • Assumption: we are over-communicating with our customers – from in-app to snail mail and email, online and printed help content, etc.

  • Ask: across all wholesale (B2B) lines of business, devise a strategy for communication and messaging for all customers – via all channels, with all business customers

  • Goal: gain buy-in from senior leadership in order to obtain funding to roll out messaging strategy

  • Goal: ensure messaging strategy is scalable and recommend method(s) for implementation and scaling

 

Research Gathered/Methods Used:

  • Primary research to confirm/refute hypothesis – is this really the issue?

    • Semi-structured interviews with 40 team members

    • Structured interviews with 15 customers and people who fit customer personas

    • Service blueprint to visualize entire end-to-end and surface-to-core view of messaging process

    • Evaluation of 2 most recent years of call center logs

  • Gathered and evaluated secondary research on consumer trends with regards to how they expect businesses to communicate with them

 

Design Process:

  • Mixed methods

    • Service blueprint and kano models for roadmap/implementation recommendations

    • Paper and low fidelity digital prototypes and proto personas

  • Iterative testing

    • Body storming for concept exploration

    • RITE testing prototypes

  • Collaborative input

    • Team members from Marketing, Communications, Publishing, Production, Product Management, Content Strategy and Editorial

    • Customer proxies – people working in service industries in the “back office”

 

Discoveries:

  • Customers received multiple versions of the same communication in multiple channels, but we were still not necessarily reaching the right person in the best way

    • the issue was less about the volume of communication and more so the lack of tailoring to individuals

  • The root of the issue began with the lack of a single source of record for all customers

 

Measurements of Success: Did we achieve executive buy-in?

  • Executive leadership signed off on partnering with internal teams to realize this vision

  • Budget was approved for the first phase of work