JCX

BUSINESS PROBLEM

• Lack of shared foundational knowledge of the customers we serve and their needs

• Lack of experience design continuity

• Lack of guidelines for creating customer experiences

OBJECTIVE

Create a set of principles that…

• Are fundamental truths that can act as a compass to how we create experiences

• Create a shared vocabulary for translating the brand into experiences

• Can be used as a filter to make choices and inform the experience expression

• Can be used by anyone that influences customer outcomes

• Help us remain focused on the things that matter for our customers, were differentiating for TIAA and result in experiences that help people get back to doing the things that they love

Actions

• Synthesized countless research papers, internal and external to understand the state of the problem and customer needs.

• Developed a model for how we want our customers to feel when interacting with us and what we need to do to achieve the outcome we want.

• Developed individual principles that could be used as a lens to guide daily work.

• Curated taglines for each principle that could be easily remembered and called upon while transforming the customer experience.

• Created examples for each principle that could be used to better understand how to apply it.

• Developed workshops to go in depth into each principle and its tenants and provide an opportunity for employees to start using the principles in session.

• Led a roadshow of CX principles across the organization to garner support and excitement around the principles. 

Outcome

• Shared vocabulary for translating brand into experiences.

• Framework for making choices around future experiences.

• Common set of principles focused on what matters to customers.

partners

• Marty McKinney, Design

• Kim Baylor, Content & Communications