We kicked off by conducting an operational review, analysing omni-channel interactions and mapping out current and future customer demands. Alongside this, we ran one-on-one interviews and field sessions with customers, staff and councillors to really get the pulse of the existing customer experience. Everything was distilled into relatable stories and personas that staff could easily grasp.
After completing external research with customer experience thought leaders, we used the findings to gauge Maitland's appetite for innovation and progressive customer experience design. We tested out low-fidelity concepts through community focus groups, and the feedback was transparently shared with everyone involved—staff, councillors, and community alike.
Lastly, we wrapped it all up into an actionable narrative, supported by a clear implementation plan, budget and governance model. This wasn’t just about introducing new practices; it was about fostering a cultural shift within the organisation.
To make sure the changes stuck, we also established guiding principles and conducted organisation wide customer experience training.