Discover: In-person workshop
First, we facilitated a workshop with the core Syniverse team and key stakeholders to learn about goals, expectations, and internal perceptions of Syniverse. We developed blank initial journey maps for workshop attendees to fill in and empathy maps for internal stakeholders to write on.
We broke down the journey map into these components:
- Stage: a step in the process
- Substage: smaller moments within each stage
- Activities/touchpoints: a point of interaction involving a specific human need in a specific time with Syniverse
- Questions/gaps: missing areas or points within the stage
- Pain points: any negative interaction or moment of friction within the stage of the process
- Opportunities: areas where Syniverse can take advantage and succeed within the stage of the process
We wanted the internal stakeholders to visualize user attitudes and behaviors. Using their personal experience within the company, we can not only begin understanding Syniverse users, but also to understand how our clients perceived their users. As a third-party, it's important to understand both sides of the story. We employed the use of empathy maps. The exercise would also help our clients understand and prioritize their customer's needs. We sectioned the empathy map into five sections:
- Thinking/feeling: what is the user thinking or feeling?
- Influences: what is currently influencing the user?
- Goals: what are the user's goals?
- Problems: what problems is the user currently facing?
- Tasks: what does the user need to do?
The finalized blank journey map we took out "what works" because we wanted internal stakeholders to focus on only pain points and opportunities. We found it redundant if they already wrote down "pain points" that they had to also write the opposite. Furthermore, we broke down the whole journey into its separate stages for groups to work on in the room due to limited time.
From a previous project, the Siegel+Gale team and Syniverse had already identified the design targets to be "Mobile Network Operators (MNOs)" and "Enterprise Businesses". With ten tables of internal stakeholders, five stages, and two design targets, we divided each table's focus instead of having everyone fill out the whole journey. Each table focused on one of the five stages (awareness, consideration, acquisition, ownership, or renewal) and one of the design targets (MNO or Enterprise). For example, one table would need to concentrate on how Syniverse currently raised awareness for only Enterprise businesses.
For over a month, I helped conduct phone interviews with key external constituents. Our goal was to hear directly from customers about their ideal brand experience relative to the competition, what Syniverse did or didn't do for them, and how to improve our client's proprietary value.
Our interviews were with current and lapsed Syniverse customers from all around the world in both MNO and Enterprise categories:
Mobile Network Operators (MNOs)
- Alaska Wireless Network
- ATNI (ATL)
- Bell Mobility
- Carolina West
- DoCoMo Pacific
- Tigo Guatemala
- Phase 3 Innovations
- Navy Federal
Our questionnaire guide was broken down into our five customer journey stages (awareness, consideration, acquisition, ownership, or renewal) as well as added categories for current Syniverse perceptions and customer needs. Review our full questionnaire
Example of questions include:
- How did you first encounter Syniverse? How did you find out about them?
- Tell us about the sales process? How did you first come into contact with a sales representative? What did they say?
- Describe the implementation and onboarding process. Who did you work with? How was it done?
- How does Syniverse respond to problems? What is their customer service like? Are they proactive?
- What do you think Syniverse is doing well today? Where do they struggle?
Lastly, we performed a materials audit for Syniverse. These were materials received from our client and helped us visualize what customers saw on a day-to-day basis.
- Sample internal email communications
- Dashboard screenshots
- Customer support documentation
- Customer query tutorials
- Sample webcasts
- Customer portals
- Product marketing materials