Transforming the Customer Experience

Customer Research, Service Design

Transforming the Customer Experience for a F500 Truck Leasing Company

A process model to see customer frustrations and operational inefficiencies, and a roadmap to align customer expectations with backend capabilities.

problem

Uncovering issues related to billing, interim vehicles, and maintenance, the key limitation we identified was that customers expect their sales representative to be an unlimited source for problem resolution. While customers reach out to their sales representatives for assistance with each issue, sales representatives are overwhelmed with providing customers a high-touch experience, which restrains them from completing other important tasks and bottlenecks the provision of high-quality service.

Timeline

My Role

project Team

Tools and MEthods

7 months

Design Research Consultant

Research Lead, Design Principal, Senior Designer, Researcher, Visual Designer

Adobe CC, Figma, Google Sheets, Interviewing, Miro, On-Site Visits, Otter, Process Modeling, Stakeholder Workshops

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Project Proposal

A Fortune 500 trucking company engaged ZENDA to design a roadmap for enhancing the startup experience for their truck leasing customers, aiming to solidify their position as an industry leader. Our team conducted research with 40 customers across the U.S., gathering stories from those who had both positive and negative experiences during the truck leasing startup process.

By mapping the people, data, technology, and business objectives which define the current state of the startup experience, our team engaged stakeholders in discussions to further dissect adjacent inefficiencies. This process allowed us to outline a strategy for elevating the overall experience. Through workshops and additional interviews with company associates, we developed a future state model highlighting seven distinct opportunity areas for the client to consider implementing. As a result, the client initiated additional projects to ensure their leadership in elevating customer experience.

Mapping the people, data, technology, and policy within the current customer experience.

Highlighting 7 areas within a larger roadmap for improving the customer experience.

My contributions

Supported 40 interviews with participants across the U.S. to capture and understand the customer experience.
Assisted in coding and analyzing user interviews.
Illustrated the team's research methodology through a model that explained our approach to selecting a representative sample of participants.
Mapped the current state process as user research unfolded, using this model to facilitate discussions with stakeholders in workshops and informal settings.
Produced research report decks and additional graphics that highlighted the key narratives emerging from our analysis.
Organized and prepared both in-person and remote workshops with the working-team stakeholders and developed methods for rapid data capture.

Results

Produced a detailed current state model that captured both customer and associate perspectives of the startup experience.
Configured a future state model outlining a roadmap for how the client’s associates can deliver a cohesive, connected, and high-touch customer experience at scale.
Packaged a project report deck identifying 7 actionable opportunities to solidify the client’s leadership in truck leasing, logistics, and high-touch customer experience.
Initiated 2 new projects with the client, building on the 7 identified areas of opportunity.