“By mapping out the customer journey and adjusting some touchpoints, we could carry out a service that answers the customer’s needs better.”
Carglass is a service provider that repairs broken windscreens in cars. The company characteristically claims to repair any type of window of any car or model, whether that’s on site, at home or even at work, and you can count on them 24/7 and 365 days a year. The company’s strong reputation depends entirely on the quality of their service and the customer experience on this rather unpleasant moment, making this one of their key focusses.
Carglass’ service was already popular and positively-regarded, but the company noticed that customers were generally less satisfied with the service at night. BDO Digital was asked to investigate this matter and to improve the customer experience.
In order to find out what caused the lower customer satisfaction at night and to improve the service, we approached the problem in two phases:
Firstly, we analysed customer profiles (persona), service touchpoints and carried out an extensive field research. In this way, it became clear that people predominantly felt unsafe when discovering a break-in in their car. This negative emotion had a very strong impact on the entire repairing experience.
In the second phase, we crafted journey maps and adjusted, deleted and added other touchpoints that could fit the customer’s needs better. One of the main changes was a small tool that helps the customer plan everything that they need to do after a break-in in their car. This intervention is based on the fact that emotions diminish when people can keep busy with rational matters, such as planning what to do for the next few days. As a result, customers feel less unsafe and more in control.
By using prototypes to test a new operation, Carglass was able to forecast the effects of those changes on their quality of service.
Thanks to these interventions, Carglass’ nightly service is now rated significantly higher by customers. The collaborative approach also gave the company’s management insight in how teamwork, changes to organisational structure and administrative procedures can improve the clients’ experience. By using prototypes to test a new operation, Carglass was able to forecast the effects of those changes on their quality of service.