Cell C’s CRM portal lacks a comprehensive and cohesive 360-degree view of the customer, leading to challenges in coordinating between their three lines of business and managing 12 different department-specific CRM portals. This fragmentation hinders effective customer management, resulting in suboptimal customer experiences, inefficient workflows, and missed cross-selling opportunities.
ProblemStatement
BusinessGoals
“Develop a unified CRM platform that delivers a seamless 360° view of the customer across all lines of business and departments.”
UXObjective
&Goals
Goal
-
To create a centralised CRM portal system with 360° customer view”
Objective
-
Understand the current (“as-is”) CRM systems, workflows, and structures across 12 departments
-
Identify gaps, limitations, and opportunities across existing CRM portals
-
Gather stakeholder needs, pain points, and vision (leadership to operations)
-
Design a unified customer view across all departments
-
Simplify navigation and workflows to reduce complexity
-
Enable seamless cross-functional collaboration
-
Improve visibility of key customer insights
-
Ensure a consistent and scalable experience
Process
Discover
Define
Design
Deliver
Double Diamond Proces
Discover
QualitativeResearch
2
Design Thinking workshops
with C-suit executives
& leaders in Operations
150+
Contextual Inquiries
& User Interviews
(~1 hour each)
1
Co-discovery workshop
(Card Sorting) - Team
leads and Agents
~150Hrs
Live Call observation
(During CI)
3Offices
Workspace tours across
different state offices
(Joburg, Durban)
2
BEAM & IPCC - CRM Portal &
other tool usability testing
(Heuristic Analysis)
DesignThinkingWorkshop
(C-Suit Executives)
Co-DiscoveryWorkshop
(Agents)
ContextualInquiry
HeuristicEvaluation
Usability Heuristics
Define
Persona
9 departments
JourneyMaps
9 departments
ServiceBlueprints
Design
InformationArchitecture
RapidPrototyping
Wireframes
VisualDesign
