BRINGING OPSM’S CX VISION TO LIFE
REVEALING THE FUTURE OF RETAIL CX
For customer experience strategy to be successful, the whole company needs to buy into the vision and understand what the changes mean for them. Eye care and eyewear retailer OPSM are always looking for innovative ways to care for their customer's eyes. So to help communicate the company’s Customer Experience vision and create buy-in amongst staff and franchisees, I led the creation of their CX vision.
THE CHALLENGE
To show the wider business how OPSM were planning to transform customer experience through the use of technology and customer-centric service.
MY ROLE
As part of the team developing a technology-driven customer experience, I leveraged my advertising background to life the vision through a video telling the story of two customers.
THE SOLUTION
To bring to life the vision, we produced a video showcasing two typical customer journeys and how the new technology and service we designed could be delivered to the customer.
Filmed at OPSM’s concept store in Melbourne, using talent and staff, we used the art of storytelling to make the customer experience vision tangible for employees.
THE PROCESS
PRE-PRODUCTION
Customer journey mapping
Storyboard development
Stakeholder engagement & approval
Pre-production planning
Cost estimation
PRODUCTION
Production, talent & staff briefing on the CX vision
Full day shoot
Stakeholder management
POST-PRODUCTION
Illustration & graphic design
Voiceover recording
Video editing
Client reviews & feedback
Colour grading
Delivery to client
THE OUTCOME
The video was presented across company meetings and well received by all. Using video proved to be a great communication tool explain the new customer journey and service blueprint. In addition, the use of personas helped demonstrate how the CX strategy met individual customer segment needs.
OPSM are continuing to rollout and deliver technology-driven customer experiences across their retail business.
With video production costs decreasing, this format of story telling is becoming increasingly affordable solution for gaining stakeholder and company buy-in.
