The Livework approach is structured around five phases; understand, imagine, design, create and enable. Each phase includes activities to verify insights, direction or deliverables by engaging customers and staff. While not every project goes through all five phases, our approach provides clarity and makes it easy to identify which phases a project needs to go through to deliver impact.
The overall approach involves co-creating with customers, staff and other stakeholders to produce a high quality output and to win participation and buy-in along the way. Depending our clients’ speed and capabilities, projects can be shaped around the agile or traditional waterfall methodology.
Understanding the experience of customers in your market is essential to understanding customer behaviours such as adoption, defection, loyalty and complaints. Focusing on what customers find irritating is a powerful way to getting to the core of their expectations and disappointments in dealing with service providers. Understanding the actors and external factors affecting customers, as well as the organisation and its challenges, creates a holistic view of the current situation.
The Livework team, together with our client, works on understanding the current situation and opportunities, by mapping existing research, data and knowledge into our proprietary customer lifecycle tools. This framework together with customer interviews, shadowing and expert inputs helps identify the hotspots that represent the opportunity areas for improving customers’ experiences and achieving business goals.
- A holistic view of the customer experience
- Customer and business insights related to the challenge
- Insights mapped onto the customer lifecycle
- Clear opportunity areas to focus on to deliver customer and business value
- Validation of assumptions by engaging the organisation and customers
- A framework and tools to help communicate the opportunities to staff and customers
At the end of the understand phase the client will have a clear understanding of its challenge from outside-in and a validated set of opportunity areas to pursue in order to deliver customer and business value.
Imagining new concepts or service experiences requires inputs from customers, experts and of course, the client organisation. Using real-life samples and cases form other businesses and sectors can lead to break-through insights that help develop concepts for innovative ways of delivering service experiences or creating entirely new services. These concepts and scenarios need to be proven with customers and staff to ensure their credibility.
Based on opportunity areas identified in the understand phase, Livework and the core client team work on developing concepts based on internal and external knowledge and expertise. This generates several service scenarios that support one or more business scenarios. Using visual tools and prototypes helps clients, customers and stakeholders understand the possible experiences as well as assess the impact on the business and organisation.
- Service scenarios validated with clients
- Business scenarios that underpin the service scenarios
- A customer experience view of the services
- A business impact view of the services
- Service prototypes
- A service blueprint
At the end of the imagine phase the client has a set of validated service and business scenarios that were developed with customers and staff. Commitment and buy-in for the chosen scenarios is achieved by engaging stakeholders and service owners.
The design of the service or solution is not limited to just the experience and functional aspects, it involves customers and staff by running tests and pilots to better understand the consequences of the concepts. This way the designed service concept is proven before further commitments are made in the implementation.
The Livework team designs the service in detail in close collaboration with relevant departments and staff. Together with customer-facing staff designs are tested in pilots that cover multiple touch-points and key customer journeys. The design informs and guides other work streams that deal with processes, systems and people.
- A detailed blueprint of the service and the experience
- Design of the service and concepts
- Key customer journeys and experiences
- Requirements for underlying processes, systems and people
- A customer and business roadmap for implementing services
- Pilots to test concepts with real customers and staff
At the end of the design phase there is a robust design of the services that was tested with real customers and staff. There are requirements for changes to systems, processes and procedures.
The design of the service or concept is only the beginning. Creating the actual functioning solution can involve a wide range of activities from implementing new systems to changing processes and procedures. Introducing the role of design authority ensures the direction and the quality of the service through the implementation.
Livework actively guides decisions and helps resolve design conflicts by actively engaging with other work streams, staff and customers throughout the implementation. During this phase, the service is further specified in agreed areas allowing client teams to build required capabilities needed.
- A detailed service blueprint
- Service specifications of specific capabilities such as systems, processes, policies.
- A design authority role
At the end of the design phase there will be a (new) working solution that is in line with the earlier design and according to customer and business needs.
Enabling an organisation to operate a new service or working in line with a new concept goes beyond just delivering the new solution to a client and its customers. There is effort involved in introducing and embedding the offering into the existing organisation
Livework engages heavily with the client organisation and the operational business in order to facilitate the transition from project to business-as-usual. By informing, facilitating and educating staff and stakeholders around successes and learnings, the organisation experiences a smoother transition into business-as-usual.
- Facilitated sessions and workshops
- Generate customer insights and feedback from users
- A detailed design for specific aspects of the customer engagement
At the end of the enable phase the new project or initiative should have transitioned without major breakdowns into the business-as-usual organisation.