Understanding Customer Centricity Case Study

Overview

Maximus partnered with a leading member-service organisation to improve the “Member Experience” of the organisation’s customer base.

Client objectives

As a result of increasing competition and a drop in demand for core products, the organisation identified a need to embed an exceptional Member Service Framework that would increase the understanding of member needs and improve the experience of their customer base.

The Maximus Solution

The Maximus solution was weighted around how member needs were likely to change over the coming decade, the subsequent impact on the business, and how it could meet these challenges.

Maximus addressed the service culture from both sides – customers & front line staff – then worked in partnership with the client organisation to design a multi-dimensional solution encompassing: strategy, culture, core behaviours, leadership capabilities, processes, support tools, and metrics.

A key element of the solution was ensuring lasting behaviour change. Maximus’ solution involved agreeing on a new, whole-of-organisation member experience vision and a core set of skills and behaviours to support that vision. Maximus then devised and delivered a series of interactive behavioural transformation programs tailored specifically to each business division.

These programs were piloted across three business units.

The Maximus Framework

Maximus’ holistic, multi-disciplinary approach begins by mapping out the customer journey. Maximus then works closely with the organisation’s people to align the whole business with the goal of improving customer experience.

Outcomes to Date

Maximus’ award-winning member experience solution was dynamic, interactive, and ROI driven. In turn, the outcome achieved is a more customer centric organisation, with a measurable and sustainable improvement in customer satisfaction, employee engagement, and sales results.

Before, during, and after the pilot behavioural transformation programs, Maximus conducted a comprehensive ROI study in order to measure the outcomes. The key results from one pilot business division (a sales centre) eight months after the program include:

Sales revenue targets exceeded by $2.4M (+14.8%)
110% increase in up-sell and cross-sell transactions
Customer service KPIs exceeded by 4.6%

All key metrics are continuing to trend upwards, indicating that they are sustainable. Maximus is now working with its other business divisions to embed this new approach to customer centricity throughout the organisation.