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.
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