Wireless Retailer Re-Design
Competition in the wireless phone market is a well-documented story. To maintain their edge, U.S. Cellular sought to study the range of factors affecting customer’s path-to-purchase and in-store shopping experience. We conducted shop alongs and intercepts as our field researcher observed and video tape customers. Following each shop along, in-depth interviews were conducted. The video footage was coded and reviewed by analysts, ethnographers and project leads. Results produced deep insight into three area of importance; information, merchandising and advocacy. Recommendations were provided for enhancing touch points such as online messaging, media advertisements, in-store design, sales associate behavior, phones layout, and plan communications. As a result of all our efforts, the client and agency partner reported a series of “quick wins” and were well positioned to tackle the challenge of performing a system-wide make over.
Improving Complex Service Systems
With rising complexity in serving customers, McDonald’s executives raised the question of how capable their overall system was in achieving their operational challenges. An intense analysis of existing data as well as numerous in-depth personal interviews with company leaders, HR executives and store managers surfaced a wide number of issues that affected the system. Areas such as the ability of store management and operations to make the right choices for their particular situations, training efficiencies and store technology and design were identified and judged as important for upgrading the operation. Following the report, internal workshops and brainstorming sessions took place in order to generate approaches and timetables for making adjustments.
