E-Commerce Customer Empathy Network
A framework to embed a customer-centric culture at an e-commerce furniture company
Timeline
Sept 2021 - Dec 2021
Roles
Contextual Inquiries
Qualitative Analysis
UX Consultation
Tools
Zoom
Miro
Figma
Team
Stephanie Tong (PM)
Jeremy Huang (UXR)
Sharadhi Raghuraj (UXR)
Jerimiyah Viena (UXR)
Challenge
An e-commerce furniture company's internal stakeholders often do not have visibility into the entire customer experience. There is disconnect between customer pain points and the decisions made by the company.
Currently, not all business decisions are made with customers in mind; instead, the decision-making processes may be influenced by the employee’s own experience.
Methodology
Outcome
Through analysis of qualitative data sources, this project seeks to interpret the company's existing sentiments toward Customer Experience and validate the accuracy of the company's assumptions toward the customer journey.
The framework includes three actionable recommendations and four tactics to socialize empathy. It focuses on building a superior customer experience and fostering cross-functional collaboration to meet the company’s CX objectives.
Impact & Feedback
Bridging the Gap Between Company Functions
Through talking to each department and its respective leadership and inquiring about their opinion on the most recent incident, we were able to strengthen the weak ties between functions, provide clarity on the problem at hand and get everyone on the same page.
Advocacy for Customer
Throughout this project, we gave customers who had bad experiences opportunities to share their frustration and provide construction feedback to the company. Furthermore, we shared the feedback with the leadership team and made a compelling case for customer-centricity.