Customer Experience Transformation
Saga Cruises Ltd - March 2023
I led a project focused on redesigning key elements of the customer journey to deliver a more seamless, digital-first experience. The goal was to simplify interactions, improve satisfaction, and align the company’s customer service model with modern expectations while maintaining compliance and operational efficiency. In parallel, I established and line managed a brand-new Customer Experience team, ensuring continuous improvement of the customer journey beyond the project’s initial scope.
Deliverables
Mapping and analysis of existing customer journeys.
Redesign of end-to-end processes to eliminate pain points and inefficiencies.
Development of new digital-first interaction channels.
Cross-functional workshops to align service, compliance, and technology requirements.
Establishment and management of a new Customer Experience team.
Pilot programmes to validate changes before full rollout.
Challenges
Identifying and addressing complex pain points across multiple customer touchpoints.
- Overcame by conducting extensive journey-mapping workshops and gathering direct feedback from both customers and frontline staff.
Balancing regulatory and compliance requirements with customer expectations for speed and simplicity.
- Resolved by collaborating closely with compliance teams to design processes that were both customer-friendly and fully compliant.
Driving alignment across multiple departments with differing priorities.
- Achieved by establishing a clear governance structure, running regular cross-functional steering groups, and maintaining strong stakeholder communication.
Embedding long-term capability for continuous improvement.
- Delivered by building and line managing a new Customer Experience team, ensuring ongoing focus and resources for enhancing customer journeys.
Achievements
Delivered a redesigned customer journey that was simpler, faster, and more user-friendly.
Increased customer satisfaction scores through streamlined processes and digital-first service channels.
Improved efficiency for frontline staff by eliminating unnecessary handoffs and manual steps.
Established and led a dedicated Customer Experience team, embedding a culture of continuous improvement.
Strengthened cross-department collaboration, creating a shared vision for customer experience improvements.
Positioned the business to respond more quickly to future customer and regulatory demands.