Services / Customer-Centric Organisational Design

Customer Centric Organisational Design

We help businesses to design truly customer-centric organisations. We work with them to better understand their customers and tackle organisational design and transformation to deliver better customer experience. We use co-creation and participatory design to harness the expertise within your teams.

Our services include:

Customer Insight & Understanding - backed by research, we use tools such as journey mapping and personas, to help business gain insight into their current and future customers.

Service Blueprinting - we use service design tools to map the customer experience to the business’ operation. This helps us spot pain points and opportunity areas with you.

Organisational Redesign - we use the blueprint to rethink your business from a customer-first perspective. We explore org structures, roles & responsibilities, ways of working, technology and workspaces.

Culture - working with our partner, Culture Consultancy, we help businesses tackle their culture and align it to one focused on customers

What challenges do we solve?

We have worked with different businesses to address a range of problems which include:

How can we better understand what our customers want and how we can help them more?
When things go wrong, how can we better help our customers? How can we avoid just focusing on fixing the problem?
The experience of our customers varies by which part of our business they are dealing with. How can we make it more consistent?
We don't really understand who our customers are and their diverse needs. How can we use insights into this to change our business?
How can we gain a competitive advantage by delivering a better experience?

Why work with us?

Many organisations are looking to improve the experience of their customers as a route to getting more market share or increased spend. Sometimes effort is made to enhance the products or services that customers interact with. But often neglected is the back-of-house operation that makes those services and experiences function.

Our approach delivers:

Tangible & actionable insights into your customers answering those difficult “why” questions
Solutions developed through co-creation with your teams delivering buy-in and harnessing your internal expertise
Fresh thinking and innovation creating new service opportunities and offers
Commercial improvement through delivering a better experience

Highlight Case Study – Customer-Centric Organisational Design

Network Rail & South Western Railway

Mima led a human-centred design process to transform how two control centres that are 40 miles apart - in Basingstoke and at London Waterloo - operate together to deliver a single operation on behalf of Network Rail and South Western Railway. The ambition was to enable a future-focused operation with bold ambitions for performance in the rail sector.

We designed and delivered a range of collaborative design tools and methods based on innovative use of technology, that initially adapted to the remote working constraints of the COVID-19 pandemic and then migrated to face-to-face workshops when restrictions allowed them.

Using these tools and methods we facilitated a broad-ranging review of the business and redesigned of ways of working, systems, people and processes, while embracing new immersive technology and 3D spatial programs.

Our work covering organisational change included unpacking the existing Management Operating System, elements of the RACI (Responsibility Assignment Matrix) and other operating procedures.

How do you design customer-centric operations / business?

Happy customers mean happy business right? So, how do you make sure that the customer’s voice isn’t lost in the maelstrom of all the moving parts of your business?