Shive-Hattery AE Case Study

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Shive-Hattery Case Study: Mapping prospect journeys to fuel explosive growth

Shive-Hattery's engagement with CX Pilots led to a tailored CX strategy, revitalizing their approach across mature and emerging market segments, and fostering a culture shift toward client-centric operations.

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Services: Prospect Buyer's Journey Strategy, Journey Mapping, Journey Mapping Communications

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Approach

At the core of Shive-Hattery’s challenges was the need to deepen client relations in their well-established food market while simultaneously carving a competitive stance in the pharmaceutical sector. They aimed to reduce the time taken to build client trust, which traditionally involved numerous small-scale projects over extended periods. The transition also required a cultural pivot away from an inward-focused view towards a holistic, client-centered mindset, ensuring consistency and excellence across all points of client interaction.

  1. Audit existing client and partner feedback processes to determine best go forward approach to close more feedback loops and generate insights that could drive measurable business improvements.
  2. Plan and facilitate the firm’s first wave of outcome-oriented client personas and journey maps for their three most complex client segments.
  3. Perform an audit and analysis on their internal corporate training program and make recommendations to inject more client experience based programming into their corporate learning.
  4. Revise the firms approach to Purpose and Brand Promise in alignment with their renewed commitment to the client experience.

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Our Solution

The remedy devised by CX Pilots entailed a detailed Outcome-Oriented Journey Mapping process for two growing market segments, focusing on capturing the entire client ecosystem's nuances. The first step in this process was to create personas from real clients and employee interviews, resulting in a detailed narrative of each segment's client and their top needs, motivations, frustrations, as well as what that client expects from the firm they select. Personas were expanded upon through journey mapping. This entailed a granular analysis of each client interaction, reframing the firm’s services from the client's perspective. Internal stakeholders from various departments all collaborated on inputs to the mapping process, as they were encouraged adopt the client’s vantage point and identify high-impact innovation areas that would elevate the client's experience.

Prepare Firm for Outcome-Oriented Journey Mapping

  1. Develop adequate training for what journey mapping will require and what it will yield
  2. Develop strategic approach to gathering all stakeholder research
  3. Interview and survey preparation in collaboration with account owners
  4. Conduct ethnographic research about segments

Client Personas and Journey Mapping

  1. Research client and partner stakeholder groups
  2. Facilitate multiple internal outcome-oriented client journey sessions
  3. Develop multiple segment-based client personas
  4. Design multiple segment-based, outcome-oriented client journey maps
  5. Isolate key moments of truth (where the client experience matters most)
  6. Isolate key service innovation opportunities (example: enhance the client onboarding experience)
  7. Support internal distribution of all personas and journey maps for broad cultural adoption
  8. Make recommendations on organizational improvements from client journey maps
  9. Make recommendations on internal/external content and communications from client journey maps
  10. Make recommendations on ways to standardize service experiences and measure experience from client journey maps

Socializing Output

  1. Conduct multiple training sessions on what journey mapping outcomes can achieve
  2. Demonstrate how to use journey maps in business development and marketing
  3. Train CX team on how to communicate about journey maps

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The Result

Shive-Hattery’s teams now have a solid reference point that embodies the client's perspective, informing project approaches, communication strategies, and service delivery. Both journey maps illuminated over forty unique opportunities for enhancing client experience, guiding Shive-Hattery's entry into the new markets with a proven strategy. This comprehensive understanding allowed Shive-Hattery to recalibrate its decision-making processes for project pursuits, refine its sales approach, and tailor digital marketing tactics more effectively, all while reinforcing the importance of transparency, foresight, and operational efficiency in the eyes of their clients.

As Shive-Hattery's understanding of their prospects and clients deepened, they could anticipate needs and tailor experiences, fostering stronger relationships and enhancing their competitive edge. This alignment not only improved client satisfaction and retention but also positioned Shive-Hattery to capture and engage high-value clients more effectively, with a more profound understanding of their journey and a consistent CX model applied across market segments.

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