The Client
Melbourne City Council is the local government body responsible for the municipality of Melbourne. Elected by the community, the Council is the decision-making body that sets the strategic direction and policy of the municipality.
The Challenge
Dissatisfied with CX program progress, in June of 2017 City of Melbourne (CoM) instigated a high-level strategic review of its customer experience (CX) maturity relative to external benchmarks and internal staff assessments.
The Approach
Strativity Group applied its CX Diagnostic methodology, leveraging its proprietary Promise, Performance and Platform matrix, which includes 20 best practice elements of a CX strategy. When deployed effectively, discrete programs to improve these elements seek to address the organisational issues which impede consistent, high-impact, cost-effective experience delivery at the front-line. Strativity also conducted a high-level investigation of CoM’s current practices and policies to determine the most appropriate positioning for CX within the organisation and what additional work would be required to develop and implement an optimal CX strategy in support of the CoM strategy and vision.
The Results
Our key recommendations included defining an overarching CX vision with the supporting principles to enable the client’s strategy and align channel and digital experience; prioritising key episodes for experience optimisation, fully leveraging a variety of existing digital and analogue capabilities; and shaping a detailed CX transformational roadmap. These recommendations are being executed at present.
