Sunrise Senior Living: Customer Experience Strategy
Qualitative Research - Personas & Journey Mapping - Service Design Blueprint
Here is a photo with Jim Kenny, Philadelphia's mayor, and my beautiful journey maps, which are on the wall behind him.
My Role
The client wanted to increase their lead conversion but felt like making design changes to the website was resulting in incremental changes to their conversion rate. I planned, lead and facilitated a qualitative research initiative to better understand the customer shopping journey and what businesses processes were happing that could be affecting sales.
The Client
Sunrise Senior Living owns and operates hundreds of assisted living facilities for senior citizens in the United States, Canada and Great Britain.
The Result
Three journey maps on priority customer journeys and a service design blueprint that visualized a strategy for improvements on the Sunrise Senior Living sales process.
Qualitative Research
Sales Persons Interviews & Contextual Inquiry: I spent about 4 hours with 4 different Sunrise sales people to observe and talk to them about their job and the sales process. I learned about all of the conversations and channels they have with their customers, what systems they use every day, and even got to observe a customer taking a tour of one of the Sunrise facilities.
Customer Interviews: I conducted 10 customer interviews of Sunrise residents or their loved ones (usually the decision makers) about their experience of shopping for senior care options.
Mapping the Current State
Personas: Based on the customer interviews, I created 3 personas of Sunrise customers that would be used for the journey mapping exercise. To get inside of the customer's head, I created empathy maps for each persona.
Journey Mapping: For each persona, we mapped their journey and what they were doing, thinking, and feeling during each step.
Current State Service Design Blueprint: Based on the contextual inquiries and interviews of the sales people, I mapped out the current processes taking place behind the scenes from the customer interactions.
Strategy
Future State Service Design Blueprint: After mapping the customer journeys and the current sales processes, a team at Delphic ideated on ways for them to improve the sales process and ultimately the customer experience of shopping for senior living options. Then taking the ideas and strategies we were recommending, we mapped an experience and process for our client to strive for. We are currently helping them to implement changes to get them to a better customer experience, which will help them achieve their business goals.
