Вы находитесь на странице: 1из 58




Tool 1: Persona Profile 6 Experiment 1: 10 Questions That Work 74
Tool 2: Customer Journey Map 16 Experiment 2: Start a Conversation about Customer Experience 76
Tool 3: Opportunity Brief 20 Experiment 3: Take the Pulse 78
Tool 4: Business Model Canvas 30 Experiment 4: Change Your Scenery 80
Tool 5: Project Planner 36 Experiment 5: Create an Alignment Map 82
Tool 6: Budgeting Tools 40 Experiment 6: Find 3 Agents in Your Community 84
Tool 7: Team Roles + Descriptions 52 Experiment 7: Have Coffee with Customers 86
Tool 8: Case Study Template 56 Experiment 8: Follow Front-line Staff 88
Tool 9: Customer Satisfaction Survey 66 Experiment 9: Create a Customer Sketch 90
Experiment 10: Show the Impact of Your Prototype 92
Experiment 11: Check Your Assumptions 94
Experiment 12: Scope Your Project 96
Experiment 13: Align Your Team Values 98
Experiment 14: Storyboard Your Idea 100
Experiment 15: Energy Barometer for Weekly Check-ins 102
Experiment 16: Make a Video, Show Your Impact 104
Experiment 17: Launch a Customer Council 106
Experiment 18: Create Insights Cards 108


2 3
Lead Customer Experience

TOOLS Robust tools to help you integrate

and manage customer experience
initiatives within your organization –
including key frameworks, project
planning tools, and design methods.

Perfect for managers that want

to create a structure around their
work and communicate its value
to leadership.

4 5
Tool 1

Persona Profile
A persona is a descriptive summary of Personas are often used as tools to capture
representative primary users and the key and present data gathered in interviews and
stakeholders that influence their behaviors, customer segmentations. They can help build PRO TIP – Make each persona as close to a typical person as possible. Details like
including an overview of their situation, context, empathy within your team and ensure that your name, age, and a list of daily activities help paint a picture of your customer.
needs, motivations, and benefits. A persona is offering fits customer needs. Many teams use Photos and real or illustrative quotes help bring your persona to life.
developed from a range of different sources, insights from personas to customize products,
pulling together common characteristics of services, delivery methods, and communications
similar people into an “archetype” through to specific subgroups.
which a group can be understood.


1 2 3 4
SUGGESTED TIME Each persona will draw on YOUR DATA Consider the needs, motivations, It’s often handy to create multiple
2-8 hours a variety of sources, such Use the template on pages 8-13 and beliefs that may drive your personas so you can focus on
as ethnographic research, to collaboratively organize and sub-user’s actions. Look at their the key characteristics of each
ROLES feedback from customer surveys, compile the information relevant background, key influencers, and subgroup of your intended
2-4 collaborators quantitative metrics (service to the persona you’re creating. current habits – such as savings audience. Reflect on your final
delivery points, usage rates), You may need to fill gaps with practices. collection to further define and
MATERIALS NEEDED and segmentation models. secondary research or storytelling differentiate key attributes of each
template, pages 8-13 from contextual research. individual profile.
sticky notes

6 7
Tool 1
Persona Profile (1/4: profile)
Add photo or drawing


Name Age

Occupation Income

Family / Home Status

Relationship Status

Financial Status

8 9
Tool 1
Persona Profile (2/4: background)

BACKGROUND What important life experiences or events have contributed to this person’s current

[FINANCIAL] BEHAVIORS What behaviors are involved in his/her financial practices? Which habits and
rituals are performed on a regular basis vs. single behaviors that result from external pressures?


DRIVERS What are the needs, enablers, and blockers that influence this person? Who are the
influential stakeholders in his/her life?
DREAMS What are this person’s dreams and aspirations? What factors does he/she consider that
might contribute to or hinder pursuit of those dreams?

10 11
Tool 1
Persona Profile (3/4: financial behavior)




12 13
Tool 1
Persona Profile (4/4: behavioral framework)

One way to distinguish personas within your segment is to consider a variety of behavioral
lenses or axes. In many cases, the following variables may help you visualize the diversity of
people’s financial behaviors and attitudes: risk tolerance, financial discipline, trust in formal
institutions, and financial horizon. Choose one trait to map on a simple spectrum (e.g., risk
tolerance) or analyze several variables in a radar or spider chart (shown at right). These simple
profiles allow you to tell compelling stories and make strong design decisions about your
offerings, delivery, and customer communications. Try making simple quantitative assessments
from these four qualitative factors:

High – comfortable using combinations of High – adept at managing limited incomes, HORIZON DISCIPLINE
leveraged credit products, curious about never goes into debt, saves for the future.
bigger investments. Low – often relies on informal group services long short low high
Low – unwilling to use credit products or other support mechanisms to manage
yet comfortable with products that offer money. low
only simple returns.


High – significant trust in formal financial Long – grand plans for the future, some
providers, secure in the belief that money indication of how to realize dreams through
would be safe, willing to reach out to banks short-term steps.
for advice and support. Short – focuses on day-to-day, ignores the
Low – highly skeptical of the intentions means by which financial services could lead to
and actions of banks, often due to prior a better future.
negative experience.


14 15
Tool 2

Customer Journey Map

A customer journey map is a tool that journey maps are best done as a group PRO TIP – Consider step 2 below and create a touchpoint inventory for your
captures and communicates a customer’s activity that captures knowledge from various journey. From there, pick out key touchpoints that may highlight the most
journey through a specific product or service customer-facing employees within your important interactions from your customer’s perspective. Rule of thumb: a good
experience, such as signing up for a loan or organization, such as sales agents or call customer journey map reveals opportunities; too many touchpoints and it may
making payments throughout the lifetime of a center staff. By creating a customer journey lose focus, too few and you may not have enough data points to work with.
product. Customer journey maps are typically map, you’ll gain clarity on what your customers
generated for each user persona you create do, how they think, and what they feel when
for your target customers. Like personas, they interact with your product or service.


1a 1b 2 3 4
SUGGESTED TIME (Highs and lows)
Consider the journey you want Once you’ve established the Identify customer touchpoints DATA
2-8 hours Finally, once you’ve mapped
to characterize with your journey overall journey, define distinct along the journey and map them Describe your customer’s
out the journey, identify key
map (e.g., purchasing a product stages of the process. If it’s through each stage. Describe thoughts and feelings at each
ROLES interactions that may provide
or service), and the customer purchasing a new financial what your customer is doing at touchpoint along the journey. opportunity for intervention.
2-4 collaborators
personas you wish to target. The service, for example, stages each touchpoint.
journey should be unique to a might include: What concerns, considerations, What are important points
MATERIALS NEEDED At which points does your customer and emotional responses does along the journey that most
specific customer segment.
template, pages 18-19 1. Awareness of need interact with your organization? your customer feel at every step affect your relationship with
pens 2. Research Which channels do they come of the journey? What would you the customer? Are there any
Who are your customers and what’s
paper the context of their engagement with 3. Selection through? What happens each like them to feel? significant gaps in their journey?
you? What do you do for them and 4. Purchase / Onboarding time they interact? Who in your Bright spots?
sticky notes
what can they do for you? What are 5. Use organization delivers the service –
they trying to achieve? 6. Product upgrade and how?

PRO TIP – When does the customer journey really start, and when does it end?
How can you know what your customer feels at each touchpoint along the way?
If you’re feeling stuck, a customer journey map may be a good opportunity to
work with a design facilitator.

16 17
Tool 2
Customer Journey Map (1/1)

What are the stages of the journey?
1. 2. 3. 4. 5. 6.

What is your customer doing at each
touchpoint throughout the journey?


What is your customer thinking at each


How does your customer feel at each

What positive and negative experiences occur
throughout the journey?

18 19
Tool 3

Opportunity Brief

An opportunity brief summarizes the findings for decision-makers to invest in your customer
and synthesis of your initial customer research experience project, you must combine
to present a case for next-phase research and qualitative customer insights, needs, and
development. This next phase typically involves observations with information about market
prototyping and testing within the opportunity opportunities and sizing.
areas you identify. To make a compelling case


1 2 3 4
budget of your project, an Present key user needs and Include any findings about Illustrate capabilities required to To further strengthen the case
2-8 hours
opportunity brief can be an pain points discovered in market opportunities that further explore the opportunity for your opportunity, compile
extensive document with your initial research phase. overlap with the user needs you space. Which current offerings any quantitative metrics that
a very high level of detail. Include documentation such as discovered. Include competitor overlap, and what capabilities help size it. Examples include
2-4 collaborators
The tool here presents a pictures, personal anecdotes, stories and market analogs that (such as external partnerships) market size and segmentation
simplified template that and personas of those you illustrate unmet market needs. need to come from the outside? or average household size.
captures basic elements. interviewed. See Tool 1:
template, pages 22-29
Persona Profile (page 6) to
learn more about capturing
human insights.
sticky notes

References: Prioritization Tools Selected methods from

The DIY Toolkit (Nesta), Insights Into Action (CGAP).

20 21
Tool 3
Opportunity Brief (1/4: human insights)
[FINANCIAL] BEHAVIORAL INSIGHTS Summarize insights about behaviors you observed in your
customers’ financial practices. Which habits and rituals are performed on a regular basis vs. single high
behaviors that result from external pressures?


long short low high

MOTIVATIONAL INSIGHTS Summarize the needs, enablers, and blockers that influence your
customers. Who are the influential stakeholders in their lives?

Human insights are a product of

real face-to-face user research.
See Tool 1: Persona Profile
(page 6) to learn how to create high
a summary description of
representative primary users and TRUST IN FORMAL
key stakeholders.

22 23
Tool 3
Opportunity Brief (2/4: market insights) Opportunity areas should reflect an unmet human
need as well as a market opportunity. You may
identify several opportunity areas to include in your
brief, and your next round of research should allow
UNMET MARKET NEEDS several rounds to prototype and test those areas.
Map the human needs you identified in your primary research onto gaps in your organizational
offerings (and offerings of your competitors). Highlight areas with the most potential.

HUMAN NEED As identified in your ORGANIZATIONAL GAPS Look at existing COMPETITIVE GAPS Look at market OPPORTUNITY AREAS What opportunity areas
primary research products and services within your organization analogs, as well as competitors have you identified?

24 25
Tool 3
Opportunity Brief (3/4: internal capabilities)

CURRENT PRODUCT AND SERVICE OFFERINGS Which existing products or services offered by CUSTOMER MAKEUP How many of your current customers are signed up for products or services
your organization solve customer needs similar to those identified in your research? Where do they within the sector, or with products and services that address similar needs to those you’ve identified?
succeed? How do they fall short?

ON DECK Which new pilots or opportunity areas are you currently investigating? Is there overlap with
the opportunity areas you wish to explore further?

CURRENT PORTFOLIO SIZE How much does your organization already invest in the sector(s) you
identified in your opportunity areas?

26 27
Tool 3
Opportunity Brief (4/4: opportunity sizing)

Include customer metrics to
help define your segment.

e.g., percent of income spent

e.g., average household size e.g., percent of residents who e.g., percent of residents e.g., average cost of existing on comparable products and
in target country have savings who’ve taken out loans products or services services

Include market sizing data
where possible.

e.g., total segment

e.g., total addressable e.g., primary segment addressable market potential
e.g., nationwide total market market potential (considering addressable market potential (including secondary e.g., expected share of
potential per year [$] demand) [$] [$] segments) [$] addressable market [$]

28 29
Tool 4

Business Model Canvas

The business model canvas is a one-page organization, your competitors’, or any

overview for describing, analyzing, and other enterprise. PRO TIP – Individual customer segments are the first building blocks and
designing business models. It offers the should be considered at each step as you build out other elements of your
rationale for how an organization creates, As a tool, it enables structured conversations model. If you have more than one segment to explore, try color-coding to
delivers, and captures value, and is a around management and strategy, laying out track elements that are related to a specific customer segment.
great starting point for thinking through crucial activities and challenges involved with
and discussing the business model of your your initiative and how they relate to each


1 2 3 4
By illustrating trade-offs
SUGGESTED TIME Customer touchpoints play The types of relationships your In order to better satisfy customers, Customers often turn to one
and aligning activities, the
2-8 hours an important role in customer organization establishes with you may group them into distinct organization over another because
visual format of a business
experience. Channels serve specific customer segments can segments with common needs, it solves a problem or satisfies a
model canvas can help you
ROLES several functions, including raising range from personal (in-branch behaviors, and other attributes. need. Each organization consists of
develop new initiatives and
2-4 collaborators awareness among customers about service) to automated (weekly Your organization must make a a bundle of products and services
identify opportunities for
your organization’s products and newsletters). Relationships are conscious decision about which that cater to specific customer
efficiency in existing ones.
MATERIALS NEEDED services, helping customers evaluate driven by customer acquisition, segments to pursue and which to segments, represent new or
template, pages 34-35 value propositions, allowing delivery retention, and expansion, and ignore; a business model can be innovative offerings, or are similar
pens of products and services, and can deeply influence the overall carefully designed around a strong to existing market offerings but
paper providing post-purchase support. customer experience. understanding of specific customer with added features.
sticky notes needs.

References: Business Model Generation, The DIY Toolkit

30 31
Tool 4

Business Model Canvas

The easiest way to start a business model fill in the details for how to meet your goal,
canvas is by filling out what you do. This treat each individual element as a separate
brings focus to your main goal as you brainstorming activity. Once complete, take
complete the other building blocks on the advantage of the visual layout – and the
template (pages 34-35). From there you capability to have a complete overview – to
can build on that goal to see how it can encourage fresh perspectives and ideas about
be achieved. The business model can be how the pieces fit together.
described by nine basic elements. As you


5 6 7 8 9
Revenue streams are the cash Key resources are the most These are the most important Key partnerships are the network This includes all costs incurred
your organization generates important assets required to make things your organization must do of suppliers and partners that to operate your business
from each customer segment. a business model work, allow to make the business model work. make your business model model. Costs can be calculated
You must ask what value each your organization to create and Key activities may include staffing work. There are four types of relatively easily after defining key
customer segment is willing to offer a value proposition, reach and running local bank branches, partnerships: resources, key activities, and key
pay. Successfully answering this markets, maintain relationships maintaining banking agents in areas 1. Strategic alliances between partnerships.
question helps illustrate realistic with customer segments, and that lack branches, or software non-competitors
revenue streams from each earn revenue. Resources may be development and maintenance for 2. “Co-opetition,” or strategic
segment. financial assets, personnel, or even mobile finance products. partnerships between competitors
physical infrastructure (e.g., bank 3. Joint ventures to develop new
branch buildings). businesses
4. Buyer-supplier relationships to
assure reliable supplies

32 33
Tool 4
Business Model Canvas (1/1)

your key partners and what are necessary to offer and deliver to your customers? Which one of What type of relationship does whom are you creating value?
resources do they supply? What deliver value to customers? To your customer problems are you helping each customer segment expect? Who are your most important
activities do they perform? Who support distribution channels to solve, or which needs are you satisfying? Have these relationships been customers? Which unbanked
are your key suppliers? and customer relationships? To Which product/service bundles are you established, and if so, which front- or underbanked segments may
maintain revenue streams? offering to each segment? line staff stewards them? Are they provide new opportunities?
integrated with the rest of your
organization’s business model?


resources and assets are channels do customer segments
required to offer and deliver prefer to be reached? How are
value to your customers? To they being reached now? How
support distribution channels are channels integrated? Which
and customer relationships? To ones work best and are most
maintain revenue streams? cost efficient? How are channels
integrating with customer

COST STRUCTURE What are the most important costs inherent in your business model? Which key resources and REVENUE STREAMS What value are customers really willing to pay for? What do they currently pay for? How are
activities are most expensive? they currently paying? How would they prefer to pay? How much does each revenue stream contribute to overall

34 35
Tool 5

Project Planner

Use this simple framing and planning tool to adequately, customer experience work is by
kick off your customer experience project by nature highly iterative and improvisational. PRO TIP – Make your planning process collaborative. Fill out the templates as
making considerations for the objectives of The best type of planning helps define the a team and revise over 1-3 weeks, seeking consultation from external partners
your intervention; the key customer experience key opportunity you’re targeting. It’s based on and cross-functional leadership. To stoke collaboration over time, make the
improvement hypothesis you’re testing; initial customer research and expectations for project plan large and visible – inviting others to join you in the journey.
resource, material, and budget requirements; measurable outcomes, but leaves flexibility for
and your timeline. While it’s important to plan testing and iteration along the way.


1 2 3 4
SUGGESTED TIME As a team, discuss the project Get on the same page about Use the project planner template LEARNING
2-8 hours you’re embarking on. If it’s responsibilities and how they to plot activities and required Before you rush off to start your
exploratory, outline your fit each individuals’ strengths resources over time. Start by work, pause to reflect with your
ROLES opportunity and objectives. and goals. Explicitly defining defining the duration, then parse team. What does success look
2-4 collaborators If you’re using the plan to these details upfront minimizes it into key stages and milestones. like for this effort? What outcomes
test prototypes, define initial challenges later on. Next, map activities and resources would you be proud of and would
MATERIALS NEEDED hypotheses and/or variables in a way that recognizes their your organization find valuable?
template, pages 38-39 you’d like to test.  Want to learn more about team dependence on one another.  How do you plan to factor in
pens roles and norms? See Tool 7: iteration and learning along the
paper Team Roles + Descriptions (page way?
sticky notes 52).

References: Prioritization Tools Selected methods from The DIY Toolkit (Nesta),
Insights Into Action (CGAP).

36 37
Tool 5
Project Planner (1/1)

OPPORTUNITY What opportunity area(s) does PROJECT STAGE PLANNER ITERATION How can your concept be improved
your project explore? upon and iterated over time?

1. 2. 3. 4.


ROLES Who’s needed to make this a reality, Resources (internal / external) SUCCESS What would success look like for your
and what are their responsiblities? project?

38 39
Tool 6

Budgeting Tools

In a perfect world your organization would allocating dedicated time from an internal
have a budget set aside for customer resource (marketing staff, for example) than
experience initiatives, but this is rarely the to hire an external market research firm.
case. Most likely, you’ll need to pull resources
and associated costs from a number of existing Customer experience requires being as
budgets, which is best done when the goals of resourceful as possible, which is why it’s
your customer experience program align with important to break down initiatives across a
your organization’s broader business goals range of cost categories and based on type
(see CGAP’s Business Challenges Booklet). of activity or expense. This simple budgeting
You’ll generally find that certain investments tool provides the basic structure to develop
are easier to justify within your organization the right costing model in support of your
than others. It may be easier to justify customer experience efforts.

2-8 hours 1 2 3 4 5
ROLES Refer to the project scoping guide INTERNAL SUPPORT COSTS Determine needs and availability Use the budgeting tools template Summarize costs and rationale
2-4 collaborators for small, medium, and large Define core team and resource of internal and external on pages 42-50 to estimate against the key business driver
projects to help determine a allocations, referring to the team capabilities to fill team roles. rough cost breakdowns, clearly you’re trying to improve, estimating
MATERIALS NEEDED rough timeframe and the scope guide, Tool 7: Team Roles + separating “soft” internal costs potential return on investiment, if
template, pages 42-50 of your customer experience Descriptions, on page 52. from external vendor and hard possible, for positively impacting
pens initiative. costs. key customer engagement metrics.
paper (Refer to the Business Value Matrix
sticky notes on pages 42-43 of the CGAP
Business Challenges Booklet.)

40 41
Tool 6
Budgeting Tools (1/5: core team resourcing)


Executive Sponsor Senior Manager or • Set business goals and vision • [not applicable] $ costs
Executive Sponsor • Drive organizational buy-in
• Mobilize resources

Marketing • Bring strong customer mindset • 50 percent for small and medium $ costs
Project Lead
Customer Research • Define strategy and approach to projects
achieve business goals • 100 percent for large projects or
Product Development
• Provide familiarity with customer- critical stages of smaller initiatives
Digital Banking centric approaches

Product Management • Bring strong customer mindset • 25 percent for small and medium $ costs
• Define strategy and approach to projects
achieve business goals • 50 percent for large projects or
• Provide familiarity with customer- critical stages of smaller initiatives
centric approaches

Strategy • Align customer experience efforts • 10 percent for small and medium $ costs
Business Analyst with strategic and financial goals projects
Finance • Develop financial models and • 25 percent for large projects or
analysis to support business case critical smaller initiatives
for customer experience

Evangelists / Sales and Marketing • Tap broader knowledge base and • Minimal time allocation to track $ costs
Customer Support customer data progress and provide input, typically
Champions • Evangelize for customer experience
Engineering / IT 2-4 hours per week
across functions and departments • Usually an extended team comprised
Branding and Communications • Anticipate dependencies in support of an additional 3-5 people
functions like marketing, branch
management, IT

Total costs

42 43
Tool 6
Budgeting Tools (2/5: internal support costs)


Marketing and • Provide baseline market research # hours $ costs

Communications • Define target customer segments and value propositions
• Define channel strategy
• Drive customer awareness and engagement
• Support branding, packaging, and promotion
• Provide access to outside vendors related to market research and design

• Provide baseline customer data to help benchmark existing customer # hours $ costs
Data Collection and
Analysis experience
• Support data colllection strategy related to customer experience efforts,
including designing surveys and other data collection mechanisms

Front-line Staff • Share insights on existing behaviors and preferences of customers # hours $ costs
(Branch and Customer • Provide direct access to customer-facing teams to support research and
prototyping activities
• Recruit representative customers and gather immediate feedback
• Test new processes and interactions directly with customers

IT Support • Support customer data collection, modify systems when required # hours $ costs
• Support digital prototyping
• Identify and anticipate potential customer data security issues

• Share insights on existing behaviors and preferences of customers # hours $ costs

Agents / Partners
• Provide direct access to customer-facing teams to support
research and protoyping activities
• Recruit representative customers and gather immediate feedback

Compliance • Ensure that customer research does not raise risk profile of # hours $ costs
internal and external regulators

Total hours Total cost

44 45
Tool 6
Budgeting Tools (3/5: external agency /
vendor costs)


Customer Experience • Outsource partner with end-to-end capabilities to support • Qualified partners may be hard to identify, $ costs
Design (if end-to-end customer experience initiatives through research, prototyping, resource intensive, and may not have deep sector
design, and implementation expertise or familiarity with serving poor customers
partner is required)
• Pair with an internal resource for knowledge transfer and • May be the best option if you need to move quickly
training and lack internal resources
• Potential for significant knowledge transfer to
internal teams
• Local options may be difficult to source

Market Research • Gather market and customer research through various qualitative • Ability to tap a broader range of qualitative and $ costs
and quantitative methods quantitative research skills that may not be present
• Provide access to market and consumer trends in your organization
• Help identify key market and customer requirements • Ability to source customers and collect data more
rapidly than internal teams
• Typically does not offer capability to translate
research findings into product concepts

• Provide design, branding, and marketing support to help launch • In most markets, capability may be locally available $ costs
Marketing and Branding
new offerings to fill gaps in internal design capabilities
• Competency across multiple channels – digital, print, and retail • Some firms specialize in one particular channel,
such as digital
• Generally less familiar with working on solutions for
poor customers

• Generally able to work in a more rapid and agile $ costs

External IT / Digital • Provide support for prototpying and piloting digital solutions manner than internal IT teams
Development • May also have data analytics / metrics capabilities to optimize • Need to ensure work is completed with existing
digital channels IT infrastructure
• May not be familiar with compliance issues / risks
related to customer data

Total cost

46 47
Tool 6
Budgeting Tools (4/5: direct expenses)


Materials and • Material costs to produce prototypes and other artifacts to test and $ cost/until $ costs
Prototype Production pilot with customers
• May include mock-ups of digital screens, mobile services, posters,
advertisements, kiosks, or printed statements

Recruiting and • It can be difficult to conduct direct customer outreach, so you may $ cost/until $ costs
Incentives incur costs related to recruiting research participants through
an agency. Costs depend on how narrow a recruitment base on
demographic and psychographic criteria you need
• Small incentives to individuals to participate in customer research
activities such as focus groups, interviews, diary studies, participatory
design, and user testing
• Incentives generally increase with the amount of time and effort you
expect from participants (with focus groups requiring the least effort
and diary studies being the most intensive)
• Do not typically compensate for participating in simple surveys
• Mobile minutes may be offered in lieu of money (if more acceptable)

Travel and • Travel, food, and accomodation for teams conducting user research $ cost/until $ costs

Guides / Fixers • Costs of guides or fixers to help recruit research particiants in $ cost/until $ costs
communities in which your team does not have existing customer
relationships to build on

Physical Space • Some research activities may be conducted in local branches or out in $ cost/until $ costs
the community, but it’s often better to engage customers in a neutral
space. This may incur additional costs but is generally worthwhile

Cloud Services • A number of cloud-based software options may help coordinate, plan, $ cost/until $ costs
and execute customer research. Some are free and others utilize
subscription or “freemium” models

Total cost

48 49
Tool 6
Budgeting Tools (5/5: total estimated budget)


1. Core Team Estimated start / end dates $ costs

2. Internal Support Estimated start / end dates $ costs

3. External Vendors Estimated start / end dates $ costs

4. Direct Expenses Estimated start / end dates $ costs

Total cost

50 51
Tool 7

Team Roles + Descriptions

You’ve already seen how normal functional size of three or four. This allows work to be and function areas. This will help you avoid organizational evangelists. Once you’ve rallied
groups can be viewed through the lens of divided and for everyone to stay purposefully the challenge of “group think” – becoming an your team, you’re ready to discuss roles, goals,
customer experience. However, defining team engaged. If there are more interested parties echo chamber of homogeneous thoughts, and and routines. 
roles for your customer experience projects you may form a larger, secondary group to implicitly help your team integrate into the
is just as crucial for success. Teams work best tap into for workshops, feedback, and general larger organization. Each team should include
if you start small – somewhere between two support. If possible, seek diversity on your the following perspectives: consumer mindset,
to five active members, with an ideal group team – of experience, gender, point of view, operational savvy, financial expertise, and


1 2 3 4
1.5-3 hours determining roles. There are Create two zones on a wall: As a group, decide on the If you’d like to take the process Experimenter, Storyteller, Analyst,
generally a few types: “group goals” and “personal frequency of team meetings and one step further, facilitate Connector. Host a follow-up
ROLES • Team leader/co-leader goals.” Take a moment to discuss what a successful meeting discussion about how each team conversation on the ways you
2-4 collaborators facilitates the process and keeps individually reflect on these would look like. You may also member may work best on a want to contribute to the project
team accountable to goals two areas, writing one thought choose to come to an agreement customer experience project, and hone your skills. (See page
MATERIALS NEEDED • Coordinator maintains shared per sticky note and using as on the amount of time you’ll focus which often requires skills outside 54 for more detail on these
template, page 55 calendar, schedules meetings, many as you need (generally on the project, communication of everyday roles. Have each perspectives and how they apply
pens helps with logistics 4-6). Review the wall as a group, norms, and collaboration tools. team member rate themself to your work.)
paper • Documenter documents via discussing your perspectives and Sorting out small details and on a scale of 1 to 5 (1 = highly
sticky notes written notes, pictures, etc. noticing areas of commonality or revisiting them in a transparent unrepresentative, 5 = highly
Organizes shared files, keeps divergence. Prioritize main group manner helps avoid needless representative) on the following
track of data and work products goals to shape your work; record team friction.   perspectives: Anthropologist,
• Operations keeps track individual goals to revisit in the
of budgets, time, potential future.
alternative sources of funding

52 53
Tool 7
Team Roles + Descriptions (1/1)

GROUP GOALS What are your goals for this project PERSONAL GOALS What are your individual goals
and team? What would success look like? for this project? Is there a skill you’d like to gain or
DESCRIPTIONS OF WORKING DISPOSITIONS enhance? A professional milestone?

Anthropologist: A curious inquirer who wants Analyst: A seeker of patterns in data. You find
to find out how people tick and interact with the story of human behavior in quantitative
each other, their environments, and their tools. touchpoints to identify opportunities for
You notice what others may not and approach impact. Your perspective helps find ways
qualitative understanding with rigor. You to measure creatively and model business
view people with an empathetic, open mind value quickly. You’re often the translator
and seek inspiration from everyday human to operational or financial roles in your
innovation. organization.

Experimenter: A consummate builder who Connector: A gregarious socializer with a knack PROJECT PERSPECTIVES
tests to learn. You aren’t afraid to work for cross-pollination. You bring in multiple Share the perspective and disposition you bring to your project team. This will help your team identify
through a problem in a rough state and would perspectives from your own experience or how to share work and leverage strengths.
rather make decisions from evidence than network. This skill is crucial in the field to build How representative are you of each disposition?
theory. You don’t need to have a hard design rapport, form mutually beneficial partnerships, this is
or technical discipline, but can often be seen and build connections and support in your not me
1 2 3 4 5
drawing through ideas, making models, or organization to spread the details of your
talking through hypothetical situations to customer experience work. this is
seek clarity.  EXPERIMENTER not me
this is me
1 2 3 4 5

Storyteller: A synthesizing mind with a knack

for finding the storyline in the data points. STORYTELLER this is me
this is
You cut through jargon and find ways to not me
1 2 3 4 5
translate work to a broader audience –
this is
identifying the challenge, plot, and characters. ANALYST not me
this is me
1 2 3 4 5
Your messages clearly convey innovations and
can motivate the emotions and actions of a
this is
broader audience. CONNECTOR not me
this is me
1 2 3 4 5

What implications do your ratings have for your team role and responsibilities?
Reference: Tom Kelley – The Ten Faces of Innovation
Thoughts on leveraging multiple perspectives as you bring creativity, innovation, and customer perspectives
into your organization.
54 55
Tool 8

Case Study Template

A case study describes a product, service, or or story highlighted), most do include the six
solution put into place to address a particular main elements detailed below. In addition to PRO TIP – Highlight the “aha!” moment. To generate excitement and increase
customer experience issue. Case studies are showcasing your project, a good case study engagement around your work, showcase the unexpected – such as interesting
a great way to showcase and present results helps make the case for customer experience insights about customer behaviors or the time a hypothesis was proven wrong
to key stakeholders within your organization. by illuminating the voice of customers you during testing.
While case studies do not have required interacted with along the way.
elements (they vary depending on the case


1 2 3 4
SUGGESTED TIME Identify the problem you What process did you follow Showcase any prototypes you What was the impact of your
2-4 hours addressed. Explain how it to generate, develop, and test developed and tested with solution in terms of customer
was identified and why it’s your solution ideas? If you customers. What tools and experience or other metrics?
ROLES an important issue. encountered any unexpected resources did you use? How How did you define and measure
2-4 collaborators roadblocks along the way, how did these prototypes help evolve success? What next steps have you
did you overcome them? your work? identified to build upon your work?
MATERIALS NEEDED How can your organization benefit
template, pages 58-65 from continued exploration of the
pens customer experience solution?
sticky notes

56 57
Tool 8
Case Study Template (1/4: problem statement)

PROBLEM STATEMENT What’s the customer need or problem your solution sought to address? INITIAL RESEARCH OVERVIEW
Who was involved: partners, customers, other stakeholders? What were the key relationships? Include a summary of your initial research strategy. Where did you go and who did you speak with?
How did you adapt your process as you uncovered new information about the situation? What were
the key customer insights that helped you identify the need or problem to address?

REGIONAL CONTEXT From your research, what were key regional factors – regulatory, cultural,
political, other – that contributed to or related to the problem? How did this context ultimately impact
the way you approached your solution?

# Interviewees Interviewee breakdown Locations visited Time spent in the field

58 59
Tool 8
Case Study Template (2/4: solution process)



Multiple rounds
of iteration



60 61
Tool 8
Case Study Template (3/4: prototype gallery)

Describe your prototype and its key features.
Who’s your target user?


What materials did you use to create your
prototype? Did it involve physical artifacts?
A physical space? Person-to-person

How did you set up and test your prototype?
What were key assumptions, questions, or
performance metrics? How did you define

How did your prototype evolve during the
process? Is some version still in use or did it
prove unsuccessful?


Describe the results of your prototype: details
that surprised you, hypotheses that were
invalidated, stories worth sharing, etc.

62 63
Tool 8
Case Study Template (4/4: results + next steps)

RESULTS What was the impact of your prototype trials in terms of customer experience or other LEARNINGS What are the big takeaways from your project? Do you have unexpected test results
metrics? Which prototypes were successful and which failed? Why? Which ones show promise for or surprising findings to report? How do learnings relate to your organization’s customer experience
continued development? practices in general? What are the ways your organization may benefit from continued exploration of
the customer experience solution?

Near Term Medium Term Long Term

What plans or next steps
have you identified to build
upon your work?

64 65
Tool 9

Customer Satisfaction
Customer satisfaction surveys are highly useful data to validate or disprove your hypotheses. PRO TIP – A formal survey is one approach to gathering customer perspectives
evaluative tools that can be adapted and Ideally, surveys are executed at regular intervals on your prototype. But most prototypes benefit from both formal and informal
employed throughout your process, although so you can continue to make adjustments and analysis. You may want to collect more nuanced feedback by conducting short
they’re especially practical during prototyping iterate on ideas until you’ve refined and validated group or intercept interviews to gather qualitative insights, noting what
and testing. A survey is a quick way to generate a solution that’s ready to scale. people liked/did not like, found clear/confusing, or shared as relevant ideas/


1 2 3 4
SUGGESTED TIME is used to collect feedback Select your target and exposed Create a survey based on specific Administer the survey in the local Optimize data collection to quickly
2-8 hours from customers on their group of customers up front (see aspects of the project or prototype language, and, if applicable, as obtain and synthesize results so
perceptions of prototypes and targeting template, page 69). Ensure you plan to test. For example, if soon as possible after you’ve you can incorporate changes to
ROLES overall experiences. It includes that survey administrators are you’ve changed the decor of a implemented your prototype or your project on an ongoing basis.
2-4 collaborators 4-5 questions with responses experienced and adequately trained. bank branch, create a survey that intervention. You may choose to Use SurveyMonkey, Google forms,
collected on a 5-point Likert will reveal first impressions and conduct surveys at several points or other similar online tools.
MATERIALS NEEDED scale. To execute a successful the overall experience of visiting throughout the process.
template, pages 68-71 survey, plan ahead adequately customers.
pens before launching.
sticky notes

Reference: Customer Satisfaction Survey

Janalakshmi Customer Experience Playbook

66 67
Tool 9
Customer Satisfaction Survey (1/2)

OBJECTIVE Which specific aspect of customer experience are you trying to gauge? What hypotheses

Number of Participants

Age Range

Income Range

Financial Characteristics


Exposure to Product / Service

Language and Literacy - What language considerations are necessary to accommodate participants?

Media and Technology - Will the survey be administered on the phone or in person? What level of Familiarity with Organization /
familiarity with technology is necessary for participation? Brand

Compensation - Should participants be compensated for time spent completing the survey, or is it
voluntary? Geographic Distribution

Facilitators - What level of training is required for facilitators conducting the survey? Do they need to
be internal or external to the organization? Recruitment Timeline Strategy

68 69
Tool 9
Customer Satisfaction Survey (2/2)


*Note: Questions from a previous project. You’ll craft your own relevant questions.

Both How comfortable do you feel at the [service Very Somewhat Neither comfortable Somewhat Very
location]? comfortable comfortable nor uncomfortable uncomfortable uncomfortable

Both When you have questions, how adequate do you Very Somewhat Neither adequate Somewhat Very
feel the information provided at the [service adequate adequate nor inadequate inadequate inadequate
location] is?

Exposed group Have you noticed any changes at the [service location]? (Yes/No) Very
A lot Somewhat Indifferent Not at all
If yes, how much do you like these new changes? little

Both Overall, how satisfied are you with your experience at

Very Somewhat Neither satisfied nor Somewhat Very
the [service location]?
satisfied satisfied unsatisfied unsatisfied unsatisfied

Both How much do you like the facilities at the [service location]?
A lot Somewhat Indifferent Very little Not at all

Customer Feedback Customer Feedback

70 71
Put Customer Experience
into Action
Practical exercises to help you get
EXPERIMENTS closer to your customers and make
customer experience a part of your
core competencies. Each experiment
can be done in as little as one or two

Ideal for managers and project teams

who’d like to immerse themselves in
the value of customer experience or
accelerate their work.

72 73
Experiment 1

10 Questions that Work

An organization that puts customers first the level of your organization’s customer
begins to shape its model and culture to reflect experience maturity and specific areas for 40-60 minutes 1 facilitator to capture responses
this core driver. As a team, take a moment improvement. Team members
to answer the following questions to identify

1. Has your organization designed key performance indicators to measure performance 6. Does your organization use a set of broad research techniques to understand customer
against customer satisfaction objectives? experience, satisfaction, and loyalty?

2. Does your organization carry out research to understand the wants, needs, and purchase 7. Does your organization carry out research to understand how customers are using your
drivers of customers? products and services, and why they may use them differently than you had planned?

3. Does your organization examine sales processes to understand where they might fail or 8. Does senior management have regular, direct contact with customers to get a realistic view
why customers may not purchase? of what they experience when they engage with your organization?

4. Does your organization analyze the number of customers gained or lost each year? 9. Does your organization have a clear, consistent calculation of customer lifetime value when
making customer investment decisions?

5. Does your organization apply a customer journey framework to design, document, and
share the ideal end-to-end customer experience? 10. Does your organization understand the direct and indirect costs customer incur when they
engage with your organization?


74 75
Experiment 2


Customer Experience
To kick off two days of intense customer banter, the individual reflected on feeling
experience prototyping and pitching, connected and supported.
Janalakshmi, a financial service provider for
the urban poor, started small. Each person Choices when I want them. The opportunity
in the room shared a moment that was to order dinner “when you want it” made one
meaningful to them in their own lives as teammate’s long international flight easier
Too often, conversations at headquarters are customer or user in their own daily life as customers. and empowering.
removed from the reality of what customers well. This exercise connects your colleagues’
experience in the field. But every one of personal customer experience to your Examples were wide-ranging, from a well- The act of reflection kicked off the workshop
your organization’s staff members is also a organization. resolved complaint to a company that offered on a foundation of personal engagement,
choices whenever possible. Examples included: empathy, and shared understanding about
the importance of customer experience. It
STEPS Just a couple of clicks! An easy and expedited also helped a diverse team that included
exchange experience with Amazon left one Janalakshmi, CGAP, and consulting partners
1 2 3 individual feeling trusted and stress free. at Dalberg and the Design Impact Group
Show MicroEnsure’s short Reflect on 1-3 powerful Have colleagues share their establish a shared language around customer
video on the power of customer experience powerful customer experience There when I need them. A broken TV before experience.
customer experience. moments in your life where moments, noting specific a football match is never fun, but when the
the quality of your interactions interactions, emotions elicited, repair specialist was extra quick and full of
improved your experience. impact of the experience,
Share these examples with and perception of the brand.
your team. They may draw or write their
experience on separate sticky
• You’re trying to build the case for customer • Develop a shared understanding on the
experience within your organization definition of customer experience
• You’re sensitizing your team about what • Show examples in your “Investment Case”
customer experience is, and how it differs PowerPoint
from what you already do • Spark new ideas within your team
60-90 minutes 1 facilitator Video from MicroEnsure • You need analogous inspiration for an • Start exploring the competitive landscape
1 note taker / organizer Sticky notes ideation session with your team

“I had to run something like a political campaign within the bank [to advocate].
I communicated with those interested...showed iterations...and was opportunistic.”
Absa Bank executive

76 77
Experiment 3

Take the Pulse

Learning about your customers can begin with struggle or thrive best. Developing easy ways
something as simple as an email. Your front- to take the pulse of what employees know is a The industry-facing initiatives team at Square, a gathers feedback through the customer center
line staff already knows where customers great way to focus efforts early on. San Francisco-based financial services / mobile to test what customers find most valuable. This
payment provider, continuously talks to the simple communication process allows Square
customer care department to gather baseline to test and course-correct quickly to create
data on customer claims and experience. the highly successful products found in their
STEPS With a dedicated feedback channel between portfolio.
teams, Square constantly prototypes ideas and
1 2 3
Identify a customer experience Follow-up Activity: To keep Follow-up Activity: Set up
issue you’re curious about and the conversation going, invite a database of customer
the core front-line staff who may respondents to be a part of “Daily experience champions within
have insight into it. Send them Conversations about Customer your organization and create USE IT WHEN USE IT TO
an email with no more than five Experience” and share stories an internal communications
questions to learn more about the once or twice a week. A few channel (e.g., a blog, Tumblr, • You want to make the case for investing in • Connect with people across your
challenge. Keep questions simple things you may observe are Medium, Blogger). This keeps customer experience and you need stories organization that are interested in
to make sure it’s not a burden understanding what staff knows the conversation going and from customers to create a “Making the customer experience, and recruit for Daily
and ask for responses within a about customer experience and gathers momentum for customer Case” PowerPoint Conversations about Customer Experience
week. Make sure questions are if they get ideas from customers experience support across the • You want to test ways to streamline • Test your initial assumptions on product or
specific but open-ended. Analyze themselves on improving existing organization. Share anecdotes,
customer experience communications service performance, and gather a general
responses and share top insights experiences. inspiration, and promising
across functional teams understanding of challenges customers
with relevant teammates. customer experience practices.
e.g., “Have you heard reasons why may face when they interact with your
customers aren’t signing up for the organization
mobile wallet to make weekly loan
repayments? What are some of the
main reasons?”

TIME ROLES MATERIALS “A lot of the ideas and prioritization come from the support channel. We work
closely with our support team to understand the highest frequency of request
30 minutes to create an email 1 facilitator Email and shared documents coming in from the [customer] base and then how do we build a feature or product
1 week to gather responses 1 note taker / organizer Links to sharing platform if to meet their need.” Ginger Baker, Square, San Francisco
necessary (e.g., Blogger, Tumblr,
Google+, etc.)
78 79
Experiment 4

Change Your Scenery

Changing your environment is a quick and for coffee. The steps below outline more
easy way to begin shifting your mindset. Shake ways to make this time more productive and Staff at Kshetriya Gramin Financial Services are expected to return to the field at least
up your office routine. Choose a branch to illustrative. (KGFS) participates in rigorous onboarding, once each quarter to work as front-line staff
work from remotely and meet front-line staff adopting the functions and responsibilities for a week. KGFS goes beyond observation
of each field role. Mid- and senior-level to immersion, developing a strong customer
members of management at headquarters experience culture in the process.

1 2 3
Have a junior staff member Take 15 minute breaks to walk In your notebook, jot down USE IT WHEN USE IT TO
give you a tour. You may be around, observe, and interact observations and insights
with staff and customers. from interactions and reflect • You want to break your routine and get • Glance at the general challenges your
familiar with the physical
Come in with questions you’re on how they may impact your another perspective on your work customers currently face
layout of the branch, but
curious about – or let your work, offerings, or customer • Your team needs to gain empathy and • Test your initial assumptions on an offering’s
use the opportunity to ask
observations guide you. experience delivery. If your perspectives from customers or front-line performance or gather an overview of the
questions and elicit stories.
time at the branch is especially staff customer experience
insightful, share photos and
observations at your next
team meeting.

TIME ROLES MATERIALS “The number-one change that anyone who wants to be customer-centric [needs] is
to have everyone spend time in the field. You never rise to the top until you’ve rolled
3 hours to 1 day Individual or pair exercise Notebook up your sleeves and worked in the dusty fields.” Jayshree, KGFS, India
Small camera

80 81
Experiment 5

Create an Alignment Map

Customer experience projects work best colleagues. Explore what a customer USE IT WHEN USE IT TO
when they align with internal priorities and experience project or perspective might add
in-progress initiatives. Take an afternoon to your existing activities. • You want to define strategic internal • Align efforts and build efficiencies between
to make a “mind map” with several close collaborations for your project teams
• You want to create the case for customer • Identify potential collaborative projects
experience investment or define your between teams
STEPS opportunity brief • Create a map of who you need internal
buy-in from, and who’ll be an ally
1 2 3
Using sticky notes, start Reflect on and write down Step back and reflect on your
by writing down strategic names of senior managers map. Identify ways a customer
priorities and goals. Then, in who are particularly receptive experience perspective could
“No organization is static, it’s running. The best way to ensure ownership is to align
another color, add existing to innovative ideas or have add value or connect these
with current initiatives.” Janalakshmi employee, India
initiatives. Mark the notes championed new approaches existing people, projects, and
that contain initiatives that within your organization. priorities. If clear opportunities
cross-cut your organization Also, note employees at every arise, begin a dialogue with
(e.g., those that span human level who show an appetite these leaders. Save the map or
resources, corporate social for innovative ideas and are documentation from activities
responsibility, etc.). naturally customer-centric in to ground future work.
their work.


1-2 hours 1 facilitator Sticky notes

frog Collective Action
Toolkit: knowledge fest

82 83
Experiment 6


Your Community* Tigo Cash launched its mobile money service

in Ghana in 2010. But by 2012, only a fraction
of its over 1 million registered subscribers
Once the initial research took off, a Tigo
Cash manager was challenged with a simple
exercise: find three agents to ask for help.
actively used the service and the company The experiment would help the manager
struggled to gain momentum. In 2013 Tigo experience the service firsthand and learn how
The agent experience is usually quite different There are a few simple ways to put yourself in Cash, IDEO.org, and CGAP set out to better it worked in real life, in a real community. It
in rural and urban areas, and seemingly simple the customer’s situation to better understand understand how to improve the customer took the manager more than ten calls with a
moments can be taken for granted – like their everyday challenges with your products value proposition – and the larger issue of Tigo Cash customer representative and several
easy access to an agent or effective guidance and services. engagement with mobile money among hours wandering around town to find even
through the customer call center. low-income Ghanaians as well. one agent. It was at that moment that the
staff realized the practical challenges their
customers were facing.

1 2 3
Start by visiting a town or village Follow-up activity: Choose a Take notes as you go through the USE IT WHEN USE IT TO
with low adoption rates of your specific challenge you could face experience and once you’re back
• Just before you start your research phase. • Get a better understanding of the daily
products and services. Walk as a customer (e.g., unable to set at the office, reflect with your team
The experiment will help you think from challenges and needs your customers may
around and try to find three up your mobile wallet). Ask the on the following:
a customer perspective right from the face with your products and services
agents that can assist you. (It’s agent if he/she can help you with • How much time does it take
beginning of the process • Spark new ideas to improve current products
ideal if you’re not familiar with the it, then phone the customer center to find an agent or gain
• As a support activity to creating a customer and services
location beforehand.) Document and ask them to help you solve the effective support through the
journey map – to understand how people
the process in writing and images. problem as well. customer call center?
think, feel, and act in similar situations
Note your actions, interactions, • What moments in the process
emotions, and thought process. *If your organization does not work were frustrating?
with an agent network, you can still • Beyond the customer call
run Step 2. center, who did you reach out
to for support? “Since the project, I have thought about a lot of consumer insights methods very
differently. To me, HCD really got beyond the superficialities of consumer research
to actually get to the bottom of the real motivations and feelings of customers.”
TIME ROLES MATERIALS Selorm Adadevoh, CEO, Digicel Haiti (former head of Tigo Cash Ghana)

1-2 hours Individual or small Mobile phone

group exercise Notebook

84 85
Experiment 7

Have Coffee with Customers

Start impromptu conversations with a group focus group. Before planning formal field
of customers while they visit your branch. This research, it’s often helpful to start a customer • You want to gain inspiration and insights • Collect data that can validate or re-frame
is a great way to learn about their experience experience immersion with an informal activity from your core customer base your initial assumptions of customer
without getting into the logistics of a formal such as this. • You want to test new ideas early on with challenges with your product
random customers at a branch
• In the beginning of your project, before
STEPS you get into the research planning phase,
to collect data and get more direction on
1 2 3 questions you need to ask
Set up a day to work in a Once you establish rapport Jot down your observations
branch. If possible, work and confidence, sensitively and insights from interactions
in a public place in view ask more about their lives: in your notebook. After a
of customers. Invite a few household and family few (individual or group) “Understand your customers. Talking to them is one thing, but if you go in looking
for coffee while they wait. situation, employment, needs conversations, you’ll probably to answer a specific question, you won’t find out the whole character of them. Try to
Introduce yourself and ask and goals, how they expect identify some similarities understand them – their beliefs, their needs, their relationships. Even if you are just
why they’re visiting the branch financial services to help them. across customers: serving one aspect of their financial life, try to understand them wholly, because it
that day, what particular • Describe three common will give you a lot of ideas of how to build value into the product you are providing
product or offering they’re themes that came up to them.” Ginger Baker, Square, San Francisco
interested in or use, and what during the process
challenges they face. • Share with your team,
ideally during “Daily
Conversations about
Customer Experience.”


30-40 minutes per 1 facilitator Coffee

conversation 1 note taker DIY Mind Map
(gather responses for a week) Notebook

86 87
Experiment 8
Follow Front-line Staff
Shadowing is a basic observation technique user. Following front-line staff (or a customer)
that allows you to unobtrusively learn about will help you uncover patterns and insights in 40 minutes-1 hour observing 1 facilitator Notebook
an experience from the perspective of a single interactions between customers and staff. 20 minutes for follow-up 1 front-line staff (or customer) Camera phone (take photos as
conversation long as it’s not distracting)
DIY tools (to capture insights)


1 2 3
Ask a front-line staff (or a Document their interactions Once the agent is done, ask USE IT WHEN USE IT TO
customer) for permission to without intervening. Identify if they have 20 minutes for • You want to gather input for a customer • Gather input to build a customer journey
follow her or him while they’re specific moments that a follow-up conversation. journey map map
interacting at a branch. draw your attention and Discuss the specific moments • You want to gather learnings and stories • Practice your skills for further qualitative
descriptively record them in that may have sparked your about how customers engage with your research
your notebook. attention, such as: products and services at a branch
Why did you perform a task or handle • You want to better understand how to
an interaction in a certain way? design delivery of an offering through
Did you use any tools or processes to
branch staff or agents
support your work?
How did you feel? What were you
What challenges did you face?
Could anything in the experience be
Are there any promising practices that
could be expanded?

88 89
Experiment 9

Create a Customer Sketch

A customer sketch is a simple exercise to begin If your organization doesn’t have a thorough
characterizing customers and learn where you understanding of target customers, use The social impact organization Reboot Reboot created low-fidelity user personas –
may lack information. It can also help guide customer sketches as a best practice to created a series of user personas as part of rough drafts that could be made quickly (as
the creation of a research plan and early-stage clarify knowledge gaps before jumping into a an ethnographic research study to support opposed to polished, high-fidelity materials
personas. comprehensive qualitative research process. program managers at a bilateral aid agency shared with people outside the research
in using data more effectively. The team process). Written on 3- x 2-foot paper sheets,
STEPS needed to understand what kinds of data were the format made it easier for the team to
required and the reasons current data practices collaborate as they organized details and
1 2 3 were insufficient. However, they wanted to sorted evidence across more than 40
If you’ve performed some Use yellow sticky notes to Once you have a better idea understand these issues from the viewpoint interviews.
of the other experiments write down what you know – of your knowledge gaps and of the program managers themselves.
in this workbook, start and a different color to record strengths, use these customer
populating sketches from what you don’t. sketches to strategize more
previous conversations with effective screening criteria for
customers and front-line staff, your qualitative research plan.
and eventually complement
them with information from • Before you begin the Starting with Your • Organize your data collection for specific
previous research on: Customers section of the CGAP Customer stakeholders or target customers
Household structure
Experience Toolkit
Places you may find customers
• Before you go into research planning
(leisure or work)
and want to get more tactical about your
Channels customers use to access
information and interact outreach strategy for qualitative research
Interests and life aspirations


1-2 hours Collective exercise Persona Profile

Sticky notes: 2 colors

Reference: Reboot – An Inside Look at Design Tools in Development Work

User Personas in Context

90 91
Experiment 10


Tigo Cash launched its mobile money service The Traveling Kiosk Prototype
in Ghana in 2010. But by 2012, only a fraction Concept: A dedicated, consistent Tigo Cash
of its over 1 million registered subscribers customer service presence in communities.
actively used the service and the company The kiosk is a live, in-person physical
struggled to gain momentum. In 2013 Tigo installation, i.e., a table with a banner or a
Organizations often wait until they have a fairly customers, and uncover their perceptions Cash, IDEO.org, and CGAP set out to better van set up near a Tigo Cash agent. The kiosk
developed product before gathering reactions about specific features. Prototyping is a great understand how to improve the customer provides educational information, try-on
and interest through customer testing. But way to tangibly ground your ideas and elicit value proposition – and the larger issue of experiences, support, and referrals to the local
a low-resolution prototype is a cost-effective feedback from your audience. engagement with mobile money among Tigo Cash agent for transactions and usage.
way to test your concept, gauge its value to low-income Ghanaians as well.
Three prototypes were tested live: Traveling
The project’s prototyping phase lasted two Kiosk, Video Tools, and Star Promoters were all
weeks. At the workshop, the team defined done on the spot – in the street or with a Tigo
STEPS There are numerous ways to build a low-resolution prototype that tests your initial
planning and logistics for three live prototypes. Cash representative approaching potential
assumptions. It may even take less than three hours!
They began by splitting up the team and customers without pre-arranged interviews.
1 2 3 figuring out logistics before going out in The Traveling Kiosk was set up at a busy
Identify concepts you’d like Low-resolution prototypes can Put your concept into action with the field. intersection; the team measured how many
to understand more deeply. take many forms: mock-up real users. Ask them to “test” people walked up to it, what kinds of questions
To illustrate your idea more marketing posters, paper interface the product, messages, and key they asked, etc.
completely, determine the “screens,” or even a cardboard features. Have them articulate
components you’d like to test desk with faux staff. Choose a their thought process aloud or
using a storyboard or concept simple approach that fits your explain their understanding of
map (e.g., a rewards program with concept and create questions to features back to you after the
many components: kiosk sign-up, evaluate interactions with sample experience. Record and debrief
rewards structure, mobile). users. each interaction.

TIME ROLES MATERIALS • You already have a concept and want • Learn where value lies for customers
to learn how people react to it • Test how easy it is for people to use your
Building a prototype Group of 3-4 Online resources for mobile • You want to add a specific feature to product or service (and challenges they face)
Paper prototype: 2-3 hours When testing: prototyping (mockups, POP a product or service • Learn how customers use your product
High-resolution prototype: 2-3 1 facilitator (role playing) 2.0) • You’re crafting a communications or or service
days 1 note taker outreach campaign • Understand which features are missing
1 photographer and which can be excluded
Spread activities over 2 days “It’s one thing to say, ‘ok, I understand my customer’…and another thing to
actually go make something and try it out.” IDEO.org

92 93
Experiment 11

Check Your Assumptions

When undertaking customer experience Use this simple test to spark reflection and USE IT WHEN USE IT TO
projects, it’s always good to keep your dialogue. For each of the following questions,
• Before you begin Customer Experience • Challenge your current knowledge on the
assumptions in check. answer “true” or “false”:
Toolkit Chapter 3: Planning and Taking use of tools to learn about your customers
Action, be sure to cover the basics concepts
in Chapter 2: Starting with Your Customers

“Design is more than the aesthetics and artifacts associated with products; it’s a
1. Customer experience is all about marketing: strategic function that focuses on what people want and need and dream of, then
2. Customer experience revolves only around a product: crafts experiences across the full brand ecosystem that are meaningful and relevant
3. Secondary research is enough to understand customer experience:
for customers.” Mauro Porcini, Chief Design Officer, PepsiCo
4. Qualitative research is not enough to understand customer research – in fact, any research
that’s not statistically significant is not worth anything:
5. There’s no way 8-10 interviews can give enough information to understand customer
experience at the organization:
6. Experts are required to carry out qualitative research:
7. Why listen to the customer? Steve Jobs of Apple said customers don’t know what they want:
8. Customer experience requires a shift to a culture that rewards staff for solving customer
problems and deepening customer relationships:
9. A journey map can be generated to describe the desired experience for a new offering:


30 minutes Individual exercise None

94 95
Experiment 12

Scope Your Project

Budgets and priorities often shift. When taking on and thoughtful project management. This tool USE IT WHEN USE IT TO
customer experience projects, be mindful of lean will help you embrace your resourceful side.
• As soon as you present your opportunity • Practice how to scope a project – or
brief and want to get your team into the simply a research plan that involves
mindset of projects with quick turaround qualitative research
and rapid testing, so they know how to
manage and plan for resources

1 2 3
Choose one of the three Think of a potential idea, Include roles for each “We called it radical collaboration. That idea that working side by side in a
following project timelines customer challenge, customer activity, timeline and budget compressed time frame in low-fidelity artifacts. That inevitable changes the
that grabs your attention: opportunity, or existing for research, and tools or
discussion.” Doug Powell, IBM
• Light effort: 1-3 weeks project you’d like to address methods to be used.
• Medium effort: 4-8 weeks with your team. Plan a set of
• High effort: 2-3 months activities for each phase (use
the Project Planner on page 36
as a reference).


60-90 minutes 1 facilitator None


96 97
Experiment 13

Align Your Team Values

What makes you do what you do? something you’ve never actually articulated or
This value mapping tool enables you to describe written down. Defined values can be very useful A technical support leader for the government The team drew up an annual work plan that
the values embodied in your personal work and in trying to explain your work to colleagues and health team in the Indian state of Madhya covered human resource and organizational
in the wider organization. Values are probably partners. Once team values are defined they can Pradesh identified that her team was stuck development dimensions. Compartmentalizing
more influential than anything else in shaping be shared; they act as a common reference point in a rut. They were resistant to change, yet values into four neat boxes was easier said
what you do. They may be something you take to simplify and speed up decisions, and ensure exhausted by the day-to-day challenges of than done, but in reality the values overlapped
for granted, that you believe is obvious, or consistency in the work your team accomplishes. government protocol. on the individual and organizational levels.
Although there were shifts in position,
The technical support leader used the value personnel, and policy, a common thread was
mapping tool to identify core values on the detected.
STEPS individual and organizational level that could
bring much wanted change to the way the After the exercise, outputs were shared with

1 2 3 system operated. The idea was to try “change government partners, which helped pave the
Print a value mapping template Place a wide range of values Ask other team members to management” so resources could be used to way for buy-in for upcoming health projects
for each team member (see (ten or more) in each relevant complete the same exercise. Once more productively deliver services to citizens. and needed systems changes.
Reference, page 99). Start by field on the template. Swap them all templates have been defined,
individually writing down on a around until you feel they’re in together you can establish which
piece of paper (or sticky note) the right place. To focus your values are important to the
what you feel is most valuable activities, place a maximum of organization as a whole.
for yourself as well as your five in the “always important”
• A change in management is underway that • Expedite decision-making at critical
organization. Make sure each column.
may affect your team dynamic, and you want moments by aligning on commonly agreed-
team member first makes a
to ensure that team members are aware of upon values that work as guiding principles
personal value map.
how changes may align (or not) with their throughout your project
individual values

40 minutes Collective exercise Value mapping template

1 facilitator (optional – for Sticky notes
introducing and guiding the

Reference: The DIY Toolkit (Nesta) Value Mapping Tool

98 99
Experiment 14


In 2015, a large foundation engaged Design into storyboards that illuminated relevant
Impact Group, the Dalberg social impact design interactions. For example, how do fishermen
practice, to develop and test interventions that learn about the program? How do they set up
A storyboard is an easy way to robustly Storyboards provide details on users, flow,
secure the livelihood of artisanal fishermen an account? What does their first use look like?
illustrate an offering idea within the life of interactions, and dependencies, and act as
and support their transition to sustainability in How are fishermen retained in the program?
your organization and its customers. early stage mock-ups or prototypes.
Chile and Indonesia. One intervention involved These interactions were mapped individually
enrolling them in branchless banking services so the team could test variables such as the
to provide savings and loans products tailored best stakeholder to act as a branchless banking
STEPS to the unique demands of small-scale fishing agent; appropriate loan size and interest levels;
while incentivizing a transition to sustainable and the right frequency and channel for loan
1 2 3 gear. repayments.
Identify the concept you want to Illustrate key moments of your Share your storyboard with your
illustrate and imagine what the user’s experience in context. Don’t team for review. What does it reveal The concept involved novel systems and Storyboards were crucial for prioritizing
experience might look like over worry about your artistic abilities – about your idea? Are key steps new behaviors for the fishermen and other and making tough decisions about where to
time. It’s helpful to think through think of comic strip panels and keep missing or can they be expressed stakeholders. Because of its complexity, spend resources in prototyping and concept
the lens of a story: Where does your sketches rough (a sticky note differently? What works (or doesn’t) storyboarding was an essential part of the development. After sketching out an online
the interaction take place? What makes a great frame). Title each within the storyboard, and what process. Storyboards helped align the team, buyers’ platform, the team realized that it fell
specific challenge is being tackled? scene and write a short caption are the implications for the design provided clarity on concepts, and were used outside the scope and capacities of the partner
Who are the main characters? that describes what’s occurring. of your concept? Note: storyboards as prompts to gather the first round of organizations to implement. Storyboarding
What tools do they use? Break (If you’re feeling ambitious, add can illustrate services, products, feedback from fishermen. was crucial to accelerating in-field prototyping
down steps and key moments relevant dialogue to create a deeper and experiences. and ultimately honing the sustainable gear
of your story into a beginning, understanding of your characters The team started by creating a visual map concept.
middle, and end. and their interactions.) Limit your of the new concept and breaking it down
storyboard to 4-6 scenes.


45-60 minutes 1 facilitator Paper (half sheets) • You’ve finished brainstorming and identified • Explore and refine your concept with your
2-4 participants Sticky notes ideas you want to understand better team
Pens • You’re trying to decide what to prototype • Explain your idea to a stakeholder
Tape and test in the field with actual users • Conceptually test and refine an idea to better
understand how it works in context

100 101
Experiment 15

Energy Barometer for

Weekly Check-ins
Managing a project can be tough work, positive (or negative) energy of your team, and
especially if it involves going against everyday channel it toward productive work on a regular 20-40 minutes every 1-2 weeks 1 facilitator None required, however, you
norms. Use this simple technique to gauge the basis. is recommended – depends Participants may record the conversation
on the size of your team and using a white board, sticky
where you are in the process notes, or notebook

1 2 3
Gather your team and set the Briefly take the temperature of the Have each team member briefly
tone. Sit in a circle or horseshoe team using a “fist-to-five” energy share the thinking behind their USE IT WHEN USE IT TO
shape at a table in front of a white barometer exercise. Ask everyone rating. To stoke conversation, ask
• You want to set norms for weekly or • Create a safe place for all members to share
board, or simply in a ring of chairs. to think for a moment how they’d them for a high point, a low point,
bi-weekly check-ins. (You may extend or their perspectives and solicit help
As you open the conversation, set rate their feelings around the and a learning from the past week.
build on this exercise for mid-point check-in • Build a habit of reflection and proactive
expectations that the purpose of team’s work (over the past one or Dive deeper into discussion, noting
dialogues that incorporate other discussion resolution within your team
the check-in is to make space for two weeks) on a scale of zero to commonalities and differences.
prompts) • Foster positive team dynamics
open and honest reflection on the five. Invite team members to hold Note issues that may require follow-
• You’re gauging the working relationships of
team’s energy, interactions, feelings, up the corresponding number of up, for example, a conflict may
new partners and stakeholders
and progress – not for project fingers to share their ratings with call for a mediating conversation;
planning. the group – zero (fist: very low a project issue may require a
energy/negative outlook) to all five planning session; or overwhelming
(very high energy/positive outlook) . positivity may be cause for

102 103
Experiment 16

Make a Video,
Show Your Impact
Sharing an “aha!” moment as a story can bring important, sharing stories of people is
1-3 hours Individual or group of 2: Video function from your
the impact of your work to life. Create a one- another powerful way to leave an impression
(1 fixer – logistics, and 1 phone
or two-minute video with your camera phone and resonate with your audience. In fact,
to show the impact to your peers. We often get you’ve probably already shared a moment
lost in numbers and charts, thinking this is the of realization (when the impact of your work
best way to showcase results. But while data is dawned on you) with a customer or your team.

• You want to share the impact of your • Get people excited

STEPS work internally • Share the process across your organization
• You’re trying to make the case for an and gain buy-in to scale up product
1 2 3 organization development or tested prototypes
Brainstorm and recall Make a four- or five-step Keep it simple. Focus on the
moments of realization that storyboard that plans the story – not the execution.
you and your team had. Think shots you’d like to capture Some tips to spark your
how you’d like to capture one in your video. imagination and keep it
“The real danger is that we get caught in the words of customer centricity. We
of those moments. simple:
need to connect to [customer experience] in a personal way. The best way to make
• Interview a customer or
[customer experience] come alive is through stories.”
employer you worked
Ramesh Ramanathan, Janalakshmi, India
• Create a photo sequence
from the field, with
captions and background
• Role play with your team

104 105
Experiment 17

Launch a Customer Council

To better understand how a portfolio of to better understand customer preferences,
60-90 minutes Collective exercise DIY value mapping template
offerings holds up, test it with a Customer brand impressions, and market direction.
(see Reference below)
Council. Over time, use this champion group


• Any time during the process • Get customer perspective on how well your
1 2 3 products and services are integrated
Identify your purpose Recruit organically Meet and cultivate meaningfully
• Better serve customer needs
When does your team wish they There are many ways to build your Time is a valuable resource, and
• Get potential ideas on improving
had customers they could turn to Customer Council, but don’t be everyone wants to ensure that
your products and services or simply
for feedback? What geographic afraid to start small (or big). Try: their time and opinions are used
communicating their value and benefits
regions, business challenges, or open applications from customers, respectfully. Schedule Customer
markets are most salient to your open recommendations from Council meetings with scoped
immediate work? As a group, local branches or agents, outreach topics or activities – and clear
identify 1-3 ways you want to using customer data, or cold calls expectations. Ideas include:
incorporate customers into your to identify core targets. • Focus group by segment issue
business, product development areas (e.g., affording education,
cycle, or marketing. understanding next generation
workforce needs, entrepreneur
and mother, etc.)
• Early stage product idea review
and testing
• Brand review

Reference: The DIY Toolkit (Nesta) Value Mapping Tool

106 107
Experiment 18

Create Insights Cards

How do you communicate the voice of your the customer focus getting lost. Build USE IT WHEN USE IT TO
customer in high-level meetings? insights cards from your work by gathering
understandings from personas, needs, and • As a prompt at board meetings or • Challenge participants’ assumptions
Insights cards are tools that cleverly address goals. in “Daily Conversations about at meetings
that moment at a meeting when you sense Customer Experience” • Course correct when you feel the
conversation is shifting to talk about
STEPS technical breakthroughs as offerings,
rather than addressing customer
1 2 behaviors
Collect some quotes from previous Write one quote on a blank piece of cardboard
experiments that involved direct interaction and use it as an insights card.
with customers.


During a customer centricity design project Managers were then asked whether they
with Bradesco, one of Brazil’s largest financial thought customers owned their homes, liked
service providers, the team performed an technology, liked savings, had credit cards,
exercise that tested managers’ assumptions were literate/illiterate, etc.
about customers. At a board meeting, the team
showed managers photos of people who’d Results were quite interesting because most
been interviewed and very basic profiles about assumptions and knowledge of lower-income
them (male/female, age, where they lived). customers in Recife, Brazil, were ultimately

108 109
Build Your Customer Experience
Knowledge Base
A curated set of reference and
REFERENCES resource materials to build your
internal knowledge base and increase
the impact of customer experience
within your organization.

Ideal for those looking to dive deeper

into a particular area of customer
experience, or for more advanced

110 111
In crafting tools and experiments for this guide, we reference a variety of robust reports and Becoming a customer-centric organization that delivers robust customer experience requires a
toolkits, occasionally reimagining their tools through the lens of financial services in a developing new way of thinking and doing. We recommend these additional resources to spark creativity
context. and collaboration within your organization.

Business Challenges Booklet

CGAP: https://www.cgap.org/publications/business-challenges-booklet

Business Model Generation


Can a Good Customer Experience for the Poor Benefit Business?

CGAP blog post: http://www.cgap.org/blog/5-ways-improve-customer-experience-poor

Customer Experience Toolkit Insights into Action Design Kit

CGAP: https://www.cgap.org/publications/customer-experience-toolkit CGAP’s primer on the role human-centered Building off their work on a customer-centric
design plays in financial inclusion. This design toolkit, ideo.org’s collection of design
Customer Segmentation Toolkit collection is a go-to for illustrative case studies, tools lives in an online format to help your pick
CGAP: https://www.cgap.org/publications/segmentation-toolkit
as well as core insights and principles to drive and choose methodologies that best fit your
financial access and innovation for low-income situation. This kit has helpful resources around
Design for Libraries Toolkit
http://designthinkingforlibraries.com populations.  field research, ideation, and prototyping. 

Designing Customer-Centric Branchless Banking Offerings bit.ly/CGAP-insights-action www.designkit.org

CGAP brief report: http://www.cgap.org/publications/designing-customer-centric-branchless-banking-offerings

DIY Toolkit: Development Impact & You

Selected methods from the DIY Toolkit (Nesta): Value Mapping, Prioritization Model, 2013: http://diytoolkit.

Insights Into Action: What Human Centered Design Means for Financial Inclusion.
CGAP: http://www.cgap.org/sites/default/files/CGAP_Insights_into_Action_final.pdf

Janalakshmi Customer Experience Playbook

Satisfaction Survey: https://www.microfinancegateway.org/library/customer-experience-playbook Collective Action Toolkit DIY Toolkit
This collection of tools is perfect for A toolkit to empower innovation in the
Learning from Customer Centricity in Other Industries empowering your team around creative development space created by Nesta, with
CGAP: http://www.cgap.org/publications/learning-customer-centricity-other-industries
problem solving. Specifically created by frog the support of the Rockefeller Foundation.
Reboot – An Inside Look at Design Tools in Development Work to apply design frameworks in non-design Human language and simple, downloadable
User Personas in Context: http://reboot.org/2015/06/18/user-personas-in-context situations, it’s helpful in establishing the worksheets make it easy to use and very
building blocks for productive collaboration.  applicable to organizational challenges.  
5 Ways to Improve Customer Experience for the Poor
CGAP blog post: http://www.cgap.org/blog/5-ways-improve-customer-experience-poor bit.ly/frog-collective-action www.diytoolkit.org

112 113