Putting the ‘purchase to delivery’ journey in the hot seat

THE CHALLENGE WE TOOK ON

Delays and shortages weren’t sitting well with DFS customers. And people were voicing their annoyance on social media, further damaging the brand.

DFS challenged us to:

Discover what was causing their problems
Find a long-term solution, not a quick fix
Create joy in the customer experience and convert new brand advocates

A tangible action plan with a roadmap for growth

Complete transparency and traceability for customers

Increased brand advocacy by removing friction from the customer journey

DISCOVER

We used our holistic 360i® research approach to fully understand the ‘purchase to delivery’ journey from both the customer and DFS’ point of view.

Rather than taking social media’s word for it, we wanted a complete picture of what customers were thinking, feeling, doing, hearing and experiencing. By analysing every touchpoint – from in-store to online and back again – we could identify the gaps in the omnichannel experience and how best to fill them.

And here’s what it told us:

How the business worked from all angles including supply chain and manufacturing, through to customer services, operations, IT and marketing

What delighted and frustrated customers – where, when and to what extent

Where customers were experiencing friction, pitfalls and pain points

DELIVER

We used our comprehensive 360i® research to map a new ‘ideal world’ customer journey and visualised a full action plan for DFS, identifying changes they could make straightaway and things to roll out over the long term.

We included an updated approach to customer comms too – keeping customers informed and reassured about their orders at every stage to further improve the experience as a whole.

THE RESULT

DFS orders are now transparent and traceable for customers. And on the rare occasion things don’t go to plan, there are proactive measures and automated escalation procedures in place. Along with new moments to surprise and delight, brand love and trust is steadily building.

As DFS work on implementing our full suite of plans, we expect to see reduced inbound enquiries and negative sentiment, and increased customer satisfaction, cross-sell opportunities and brand advocacy.

MORE WORK

REDEFINING THE RAW PET FOOD MARKET

Not just building a new brand, but creating a whole new category

BUILDING BRAND ADVOCACY FOR DFS

By understanding the ‘purchase to delivery’ journey, we created a roadmap for growth.

CREATING A DEEPER CONNECTION WITH PET PARENTS

Celebrating the unique relationship between pets and people.