Summary
This case study documents the initiatives undertaken by a state-owned postal service in Europe to enhance customer experience (CX) across its various business lines. The primary objective was to map customer journeys to identify experience frictions and promote growth in value-added services. The project was divided into three phases, focusing on Financial Services, Commerce, and Mobile, with a total duration of 12 months. Key activities included persona profiling for targeted service personalization, conducting over 20 journey mapping workshops, and integrating Voice of Customer (VoC) data into live journey maps for real-time updates. The outcomes of the project included alignment on customer personas and journeys, identification of key opportunities to improve CX, and the establishment of a centralized CX data hub. Additionally, management reports were created to demonstrate the business value of CX initiatives, highlighting the importance of strong leadership engagement and cross-silo collaboration.
