Halfords asked Biglight to help them formulate a new customer experience strategy that was simple, yet robust enough to support their business transformation project.
The objective was to inform the design of experiences as they bring their brands together in a unified proposition, the digital products and services that were required, as well as the physical layout of stores.
By repurposing the wealth of data from existing sources and completing our own research, we were able to build a picture of the principle need-states of each customer type.
We then mapped the key customer journeys for each of these need-states, to uncover the unmet needs that Halfords is in a position to satisfy in each of the their core service areas.
This allowed us to develop a strategy that clarified the experiences the business needed to create and the capabilities they would need to develop to deliver them.
The new customer experience strategy was communicated across the business and shared with other partners supporting Halfords in their Business Transformation Project.
It is now the strategic framework that guides the design of physical and digital experiences provided by Halfords across all of its brands and channels within its business transformation programme.
The work Biglight did was excellent. They worked closely with us to understand our objectives and created a customer experience model that is now the foundation of our business transformation programme moving forwards. They have exceeded our expectations.Karen Bellairs, Group Commercial and Customer Director, Halfords
Halfords: Customer Experience Strategy
Creating a customer experience strategy to support the digital transformation of Halfords as they move from a product-led to service-led proposition.