This ICF International case study illustrates how, through consumer research and journey mapping, a healthcare client learned that its members did not feel understood or respected. Successful transformation requires engaged employees, so ICF assisted in implementing an action plan to develop a customer experience exhibit that included photographs, quotes, and experiential information for each customer segment. The exhibit traveled as part of a roadshow to dozens of client locations as a way to educate staff on the importance of recognizing customers as individuals with real needs, feelings, and concerns.
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