Customer Strategy & Service Innovation
Transforming customer insights into a scalable omnichannel loyalty experience.
As Service Designer, I facilitated co-creative sessions to define the customer experience and mapped the Service Blueprint for the prepaid segment, using behavioral archetypes to tailor solutions to business goals.
DIRECTV needed a Loyalty Program for its prepaid segment that improved engagement, raised ARPU and reduced churn — while honoring the diversity of customers across six countries.
A loyalty program engaged prepaid customers through decoder recharge challenges. Research sharpened communication strategies and an omnichannel rollout improved the journey and unlocked cross-selling.
DIRECTV served millions of prepaid customers across six Latin American markets with highly diverse behaviors, motivations and communication preferences. Existing segmentation was primarily demographic, making it difficult to deliver relevant experiences, personalize communications and build long-term customer loyalty.
The challenge was to create a scalable customer strategy capable of transforming behavioral insights into personalized experiences that increased engagement, ARPU and customer retention.
We designed a behavior-driven customer strategy that connected research, behavioral archetypes and service design to redefine the prepaid customer experience.
The strategy established a common customer language across markets and enabled the design of a personalized omnichannel loyalty program, improving communication, customer engagement and cross-selling opportunities.
From problem space to live service.
Understand Customer Behavior
Understand how customers think, behave and interact across channels to uncover unmet needs and engagement drivers.
- · Ethnographic Research
- · In-depth Interviews
- · Stakeholder Map
- · Channel Audit
Build Behavioral Archetypes
Translate research into behavioral archetypes that create a shared understanding of customer needs across the organization.
- · Behavioral Archetypes
- · Customer Journey Map
- · Opportunity Map
Design the Loyalty Strategy
Design a personalized loyalty ecosystem connecting customer motivations, business goals and omnichannel interactions.
- · Service Blueprint
- · Loyalty Mechanics
- · Omnichannel Strategy
- · Communication Strategy
Validate & Activate
Prototype, test and prioritize initiatives before scaling the experience across channels.
- · Concept Testing
- · Prioritization Matrix
- · Pilot Rollout
- · Cross-selling Levers
- Shifted segmentation from demographic profiles to behavioral archetypes.
- Established a shared customer language across six countries.
- Designed an omnichannel loyalty ecosystem connecting App and WhatsApp.
- Prioritized initiatives balancing customer desirability and business value.
- Integrated customer research into product and communication decisions.
