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BEHAVIOURAL RESEARCH

Improving the customer journey: World Vision's mission to create a seamless cross-channel experience.

01

Project

World Vision, a global humanitarian organisation, faced a significant challenge in providing a consistent brand experience to its customers across multiple channels. To address this issue and improve customer acquisition, we embarked on a project to gain a better understanding of how existing and potential customers interact with them across different channels.

The goal was to identify pain points and gain insight into customer attitudes and motivations throughout their engagement with World Vision. The result was a better understanding of the cross-channel experience and a plan to create a seamless journey for customers looking to sponsor a child.

02 Immersion

CX research was conducted across the following channels:

Call centre (observation and call recordings, staff interviews)
Neighbourhood marketing (shadowing)
Retail stores (observation and customer interviews)
Online services (user testing)
Stakeholder workshops

03 Customer journey

Customer experience of World Vision’s channels was captured in a customer journey map. The map identified:

The potential customer’s perception of individual channels
User behaviours and habits for each channel
Transition points between channels
The customer’s cross channel experience
Their preferences and opportunities for future engagement
Their decision making process (including triggers, motivation and attitudes)
Recommendations (quick wins and strategic) for improving the cross channel experience to increase acquisition.

04

Industry
Non-profit, Charity

Expertise
Contextual Research, Shadowing, Observation, Behavioural Insights Analysis, Mental Modelling, Stakeholder Interviews, Customer Journey Map

Designed while working at Symplicit. 2014.

Creating an experience that supports the emotional and sequntial nature of the decision-making process is key to building trust, transparentcy and emotional connection with the customers.

The findings were documented in a Customer Journey Map and a final Insights Report with clearly outlined short and long-term actions.

Journey

The primary objective of this work was to gain an appreciation for the users perspective of the cross channel experience, specifically, an understanding of the users attitudes and motivations before, during and after their engagement with World Vision.

Research immersion revealed customer pain points across their journeys. Making a decision to sponsor a child takes time and therefore a potential customer may often engage with World Vision via different channels throughout the engagement.