Case study

Celero

Role

Researcher, Strategist

Responsibilities

Project Planning, Stakeholder Engagement, Study Recruitment Management, Research Planning & Facilitation, Participant Scheduling and Management, Data Analysis and Synthesis, Competitive Analysis, Customer Journey Mapping, Service Blueprinting, Strategic Planning 

Challenges

• Celero’s clients struggle to meet customer engagement and growth objectives in the face of shifting consumer  preferences and well-financed competitors–both banks and fintechs. 
  
• Ageing infrastructure and inefficient business processes hamper productivity and impair customer experience.
  
• Clients often lack the capacity to develop a holistic view on what transformation should look like.
• Clients lack customer insights needed to drive strategic decision making.

Solutions

• Celero developed a consultancy to guide clients in business transformation.
• Repeatable, qualitative research program was developed to support  strategy development.
• Research was conducted with customers in retail, business and agriculture banking segments.
• Digital transformation strategies–individualized transformation road maps for customer success–were developed for multiple clients over three years. 
• Clients benefit from Customer Research Insights, Customer Archetypes (Personas), Current and Future-State Customer Journey Maps, Prioritized Strategic Opportunities, Key Performance Indicators (KPIs) and Success Measures for Transformation, and Competitive Analyses.

Results

• Universal approval of transformation strategies by client project steering groups.
• Clients report improved customer focus and understanding of customer needs and expectations–as well as a recognition of the value of evidence-based decision making.
• Clients benefit from new tools to support decision making and dialogue such as Customer Archetypes (Personas), Journey Maps, Customer Insights, Prioritized Opportunities and Transformation KPIs & Success Measures.
  
• Strategic recommendations have moved into planning, design and implementation with multiple clients, such as the enhanced self-service Help and Support Centre for an Alberta-based credit union.

Work samples available on request.