The holistic experience

Every interaction a customer has with a company affects their perception and loyalty to the brand. This is near impossible to control or dictate, and we shouldn't try to. What we can do is craft the touch points across the experience to facilitate what the customer needs and support how they might feel. The experience a customer has with a company is the brand.

At Co-op, I lead work across the end-to-end customer journeys. We set up measures to understand how the experience is performing and whether it’s meeting customer and business needs. At a strategic level, we shape the direction of the experience according to customer need. At a foundational level, we ensure the design of the experience is accessible, understandable and coherent.