Design
The next step is to activate its design teams to translate strategic priorities into tangible improvementsfor top-priority services and life events. This dimension focuses on a step-by-step, customer-centricdesign process.
Experience Design Standards
Define and maintain practical standards that translate the CX strategy into customer-centric experiences across all services and life events. These standards ensure that every design decision supports consistency, ease, clarity, and responsiveness—regardless of channel or customer circumstance.
Innovate Customer-Centric Solutions
Design solutions through iterative and collaborative methods that center on the framed problem. Innovation efforts must be inclusive, insight-driven, and co-developed with customers and stakeholders.
Problem Framing
Apply user research to deepen the understanding of the customer, their needs and expectations, as well as the challenges they face when receiving the service, and understand the current service performance across all available channels.