The synaigy Framework – a behind-the-scenes look, Part 2
Hanno KortmannE-Commerce Consultant | Data Protection Officer (DPO) · synaigy2 min reading time
From analysis to match plan
To develop a customer-specific match plan, various tools from the synaigy methods toolbox are combined. A key focus here is on creative workshops. For this, employees from the customer across departments come together with synaigy experts to interactively combine business knowledge and expert knowledge.
If you haven't read Part 1 yet:
The synaigy Framework - A Behind-the-Scenes Look Part 1
Understanding customers through Design Thinking
As part of our workshops, we look in detail at Customer Centricity and Customer Interaction. As working tools, we use proven methods from the Design Thinking toolbox.
With the Empathy Map, workshop participants put themselves in the mind of their own customers during the analysis phase, guided and supported by synaigy's experts. Next, a value proposition is designed for the different customer segments, aimed precisely at the identified and prioritised customer needs.
Analyses – turning assumptions into facts
Further steps in the analysis phase are touchpoint analysis and so-called Customer Journey Mapping. Here, it is first analysed which touchpoints exist for customers to get in contact with a company and how pronounced these are. Next, the customer's journey is examined, from the emergence of a need through to the completed purchase.
A complete analysis of processes and events takes place to build a comprehensive picture of what happens, and when, on both the customer and the company side. To verify the assumptions made during the workshops, interviews are then conducted with customers from relevant segments. Once the workshop and interview phases are complete, the information is consolidated.
In this way, assumptions become validated facts. They provide greater certainty for everyone involved and reveal the possible decision paths. This also results in a practice-ready construct that can now be turned into a business model via the so-called Lean Canvas: the individual digital strategy.
This also includes various success factors and measurable metrics, which allow the processes to be continually optimised in an agile way via different levers. The end result is a two-dimensional match plan combining a customer-centric approach with optimisation potential at various touchpoints from the company's perspective.
Scoping and phase plan
Once the match plan has been set, the individual implementation phases are defined along with their work packages. The various requirements identified during the analysis phase continuously feed into the overall planning.
For the strategic implementation planning, essential fields of action are now prioritised. Evaluation is based on Quick Wins and technical dependencies. A reality check and a cost-benefit assessment are also carried out. This produces the phase plan for implementation of the strategic match plan.
Our next article looks at how, based on the match plan and phase plan, the concept is fleshed out for each phase, systems are selected, and implementation is prepared.
Read PART 3 ...
The synaigy Framework - A Behind-the-Scenes Look Part 3
- Hanno Kortmann
E-Commerce Consultant | Data Protection Officer (DPO)synaigy
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