Cas expérience employée
Results

Internal team alignment around a clear and simple mission: to value industry professionals in order to deliver a unique customer experience

Context

This case study highlights the strategic support provided to a Quebec-based company specializing in the processing and distribution of food products. Employing over 80 people, the company operates a state-of-the-art federally certified facility. Thanks to its international sourcing network, it serves the retail, food service, institutional, and manufacturing markets.

Symptoms

  • Rapid growth and an increase in hiring
  • Need to align internal teams around a clear positioning
  • Need to optimize the customer experience and develop employer branding

Objective of the Approach 

As part of this customer experience journey, Maïeutyk conducted co-creation workshops to better understand the current situation and develop a strategy and action plan. Maïeutyk also organized and facilitated additional co-creation workshops to build the company’s employer branding strategy and delivered personalized employee training sessions.

Approach – Maieutyk

What We Accomplished

  • Co-creation workshops with the marketing leadership team to:
    • Define the company’s core values
    • Articulate the company’s fundamental purpose (the WHY)
    • Develop the 7 stratas of the brand, including both storytelling and story-doing
    • Turn the brand’s purpose into a concrete positioning statement ready for business development and HR marketing teams
  • Develop a marketing strategy and action plan (based on the previous steps)
  • Support the marketing team in implementing this strategy and plan
  • Co-creation workshops with management, sales, customer service, and marketing teams to:
    • Develop customer personas specific to the company
    • Map the ideal customer’s buying journey from initial need to loyalty
    • Map the parallel sales process corresponding to the ideal buying journey
  • Develop a strategy and action plan to optimize both journeys
  • Create a customer experience training program aligned with the company’s values and industry realities
  • Train sales and customer service agents
  • Co-creation workshops with human resources and marketing teams to:
    • Develop ideal employee personas
    • Map the employee journey from recruitment and onboarding to engagement and retention
  • Survey employees to validate strengths and weaknesses in internal communication
  • Develop the employer branding strategy and action plan for implementing and optimizing the employee journey based on the employee needs hierarchy
  • Support HR and marketing teams in optimizing inter-team communication processes
  • Deliver social media training tailored to HR needs

The Outcomes

  • Alignment across teams around the company’s strategic positioning
  • Brand image overhaul
  • Rallying of internal teams around a clear and simple mission: valuing industry professionals to deliver a unique customer experience
  • Establishing clear customer experience guidelines and sharing them across the organization, benefiting both daily operations and new employee onboarding
  • Beyond meeting immediate recruitment needs, the exercise allowed the company to better target internal communication and training needs
  • Knowledge transfer regarding social media communications was beneficial for all stakeholders

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