Project Description

Twelve Winds helped Migrants Resource Centre develop customer personas and customer journey maps to inform strategic planning, service design, and customer experience improvements.

Client

Migrants Resource Centre is an independent, national charity that has worked for over 30 years to help migrants, refugees, and asylum seekers overcome the barriers that prevent them from fully participating in British society.

Situation

Migrants Resource Centre had recently completed a merger with another charity. This had created significant new resources, but also brought new service users to the organisation. Before developing a new strategic vision and plan for the merged organisation, he management team wanted to better understand all service users, identify new services to develop, and embed customer experience in the strategy.

Twelve Winds was asked to work with the Migrants Resource Centre to build customer personas and guide the customer journey mapping exercise.

Our approach

Twelve Winds worked side-by-side with the Migrants Resource Centre management and staff to build their customer experience knowledge and skills.

  • Familiarisation

We start every engagement with a familiarisation stage. Using face-to-face interviews with staff, partner organisations, and funders as well as a detailed review of company documents, we built a strong understanding Migrants Resource Centre’s services, structures, and stakeholders.

  • Introduction & training

Twelve Winds led an interactive workshop with the management and frontline staff to build cutomer experience understanding and skills. We walked through the customer persona and journey mapping process, detailing the logic and intent behind each step, and then guided the team as they did a dry run. By the end of the day, we had provided a solid foundation for the team to reference.

  • Customer personas

Customer personas are representations of an organisation’s main service users, their needs, challenges, preferences, and behaviours. A strong customer persona treats service users as whole people, understanding various aspects of their lives and how these impact on their connection with the organisation.  Twelve Winds led the Migrants Resource Centre team through a process of developing customer personas for several of their most important service user groups. This included:

    • Review of demographic data about the community the charity serves
    • Review of survey data and service impact analysis conducted by the charity in the past
    • Interviews with a small sample of service users to gain a more nuanced understanding
    • Development and facilitation of an interactive workshop with frontline staff
    • Analysis of workshop outputs to create several customer personas for key service user profiles
    • Creative design work, presenting the customer personas in a visually engaging and easy to digest format
  • Customer journey mapping

A customer journey map is a framework that enables an organisation to improve customer experience.
It documents the customer experience through their perspective, helping staff to best understand how customers are interacting with the organisation now and helps identify areas for improvement moving forward.

Twelve Winds led the Migrants Resource Centre team through a process of developing customer journey maps for each of the service user groups profiled in the customer personas exercise. This included:

    • Review of services and service delivery processes
    • Review of customer satisfaction surveys conducted by the charity in the past
    • Development and facilitation of an interactive workshop with frontline staff laying out stages of customers’ interaction with the charity and mapping of their experiences, problems, and responses throughout that interaction
    • Analysis of workshop outputs to create several journey maps for key service user profiles, including recommendations for how the charity could improve the service at each stage
    • Creative design work, presenting the customer personas in a visually engaging and easy to digest format

Success story

With our help, Migrants Resource Centre has gained a much stronger and more personal understanding of their service users and their experience of the charity. This information was used as the basis to develop an ambitious new strategic vision for the organisation, with new services and structures. A key outcome was the decision by the Board to create two new senior management positions placing the service user at the heart of all of the charity’s work: a Customer Experience Manager and an Involvement & Coproduction Manager.