Project Snapshot

Project Type: Research-Driven Customer Experience (CX) Transformation

Role: Senior Consultant, Service Design (EY Task Force)

Timeline: Under 6 months, late 2021

Key Techniques & Tools:

• Research: Customer Journey Mapping (CJM), Surveys, In-depth Interviews, Secret Shopper Studies, CRM Data Analysis
• Design: Analytical Frameworks for Touchpoint Evaluation, CX Quality Management Methodology
• Management: Stakeholder Alignment Workshops, Metrics Development, Real-Time Monitoring Tools

Highlights:

Demonstrated the emotional power of Volvo’s brand, reshaping internal perceptions and aligning strategies with customer realities.

Developed and implemented actionable CX quality management tools tailored to Volvo’s strategic priorities.

Combined data from CRM systems, surveys, and in-depth interviews to address customer needs at critical touchpoints.

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In 2021 Volvo Cars Russia approached EY’s service design task force with an ambitious goal: to become the best in their segment in terms of customer experience (CX). This initiative coincided with Volvo’s shift towards hybrid and electric vehicles, as well as the launch of two innovative services:

1. Subscription-based car ownership.
2. Certified pre-owned vehicle sales.

Our objectives included:

1. Mapping the entire customer journey to identify opportunities and barriers.
2. Developing metrics and tools to evaluate and enhance CX quality.
3. Evaluating and prioritizing 10 CX-related initiatives proposed by Volvo’s management.

Approach

Research Foundation

The project began with an in-depth exploration of Volvo’s CX landscape:

• Customer Journey Mapping (CJM):
  • Charted the customer lifecycle, from brand inspiration to loyalty.
  • Structured into five key stages: Inspiration, Funnel, Purchase, Use, and Loyalty.
• Data Collection Tools:
  • Conducted over 50 in-depth customer interviews.
  • Engaged more than 450 participants in online panel surveys.
  • Performed 20 secret shopper visits to evaluate dealership and service center performance.
• CRM Data Analysis:
  • Used CRM data to establish correlations between customer behaviors (e.g., retention) and the quality of their experiences at specific touchpoints.

Addressing Customer Needs

• Golden Moments vs. Barriers:
  • Identified critical touchpoints that strengthened customer loyalty (golden moments) and those that posed risks to retention (barriers).
  • Highlighted discrepancies between how Volvo, dealerships, and customers perceived these moments, demonstrating the need for alignment.
• CX Quality Management Methodology:
  • Developed criteria to evaluate CX at critical touchpoints.
  • Designed analytical tools to measure CX “health” in real time, enabling Volvo to proactively address potential customer attrition points.

Key Insights and Innovations

Emotional Power of the Brand:

• Customer narratives revealed unexpected emotional connections, from childhood memories of seeing Volvo cars in Soviet cities to associations with Scandinavian design and Nordic nature.
• These insights reframed Volvo’s internal perception of their brand as “practical and safe” to one capable of inspiring deep loyalty.

Alignment Across Stakeholders:

• Uncovered significant differences in how Volvo’s management, dealerships, and customers evaluated CX touchpoints.
• This gap underscored the importance of data-driven frameworks to align strategies across all stakeholders.

Data-Driven Tools for CX Management:

• Provided Volvo with actionable metrics and tools for continuous improvement, ensuring quality across the customer journey.

Outcomes and Impact

• Delivered a comprehensive CJM that informed Volvo’s strategic priorities.
• Designed real-time CX monitoring tools, reducing the likelihood of customer attrition.
• Empowered Volvo to integrate customer feedback into future innovations, enhancing brand loyalty and competitive positioning.
• Aligned dealership performance with Volvo’s customer-centric vision, ensuring consistent quality across touchpoints.

This project demonstrated how a research-driven approach, grounded in both qualitative insights and data analytics, can reshape customer experience and align internal perceptions with customer realities. By focusing on the needs and behaviors of its audience, Volvo Cars Russia became better equipped to deliver a best-in-class CX.