The Acticall-Sitel group, alongside Extens Consulting, launches the Experience Lab, a one-day collaborative innovation workshop around customer experience. This moment of sharing brings together various collaborators of a company and experts from Acticall-Sitel and its subsidiaries. It’s goal? To address companies’ concerns with regards to customer relationship from every angle, live a one-day complete immersion in the customer experience and collectively imagine new solutions.
Our questions to Aude Valentin, facilitator-expert of the Experience Lab:
How did you come up with the idea to create an Experience Lab?
We wanted to create for our customers [Acticall-Sitel] a space of creativity, inspiration, and also to put at their service the diversity of skills of Acticall-Sitel and its subsidiaries in terms of customer experience. The group has skills in managing contact centers, but also in digital, chatbots, customer journey transformation, and many others. Our first Experience Lab day took place with BBC a few months ago.
The participants gave us an extremely positive feedback, whether on the benefits of the collaborative dimension, or on their feeling of having removed barriers to innovation and experimentation. Subsequently we adjusted the format of our offering to customers from a broad variety of business sectors.
Precisely, who is concerned by the Experience Lab?
Any company that wants to take the time to step back and think. These may be businesses that know they need to improve their customer experience, but have not identified exactly where to go. This co-construction workshop format responds particularly well to complex issues that integrate human and emotional factors.
Some examples: reinforce its differentiation through customer experience and better responding to customers’ expectations, etc. By putting the customer at the center of reflection and obtain a new perception, we particularly stimulate the team to imagine concrete solutions that can be quickly tested.
Can you describe an Experience Lab workshop?
The Experience Lab workshops will be different for each customer. We adapt the context to the customer concerns, during a first contact meeting.
In conclusion, the Experience Lab collaborative session will be based on three fundamental ingredients:
- The inspiration provided by experts in the service of the business’ concerns.
- Customer centric approach: we will invite the company to think in terms of the customer. Through various methods, inspired in particular by Design Thinking, we will explore his journey, his emotions, his frustrations, the difficulties he felt.
- Besides empathy, we will step outside the box to foster creativity. We see the Lab experience as an adventure towards innovative solutions.
What are the highlights of the Experience Lab method?
There are two strong arguments to participate in this type of workshop:
- The power of collective thinking. For the client, this day will motivate, engage employees and bond the group by opening their way of thinking. The workshop is animated by experts in creativity techniques, which will encourage openness and inspiration, but will also address gaps, and shakeup some of the biases.
- An agile approach: at the end of the day, concrete opportunities will be on the table, and participants are invited to experiment and make them happen. The challenge is to move from a problem or desire to a solution idea ready to be tested and enhanced.
You gave the example of BBC. Do you have any others to share with us?
Yes. For example, we worked together with a health insurance company to help them move from an idea to a prototype. After 2 collaborating days between the health insurance company and two of Acticall-Sitel’s subsidiaries, we have succeeded in laying the foundations of a community of members. We used the “creative sprint” technique. This allowed an immersion in the human stakes and the motivations of its subscribers, to define the levers of commitment specific to this community, and being able to propose a prototype of a future device. The client was very happy because:
- The method allows to focus on the final result, since we work very quickly in prototype approach
- The project team that learns to think and build together, from the initial stage
- A real time saving by using this method.