2024

Strategic Customer Experience (CX) design for Global One Home Care

Recognizing the need for strategic growth, a comprehensive customer experience (CX) audit was performed in order to holistically address critical challenges in partnership development, customer acquisition, and marketing strategy and lower CAC while improving the quality of leads.

Introduction

Global One Home Care emerged as a promising home care staffing startup targeting the healthcare markets of Boston and New Hampshire. Recognizing the need for a strategic approach to establish themselves as a top-notch, trusted and reliable partner, the company sought comprehensive support to accelerate their growth and market positioning. Together we defined a series of customer experience (CX) projects that were designed to holistically address critical challenges in partnership development, customer acquisition, and marketing strategy.

Strategy

Through our discovery we uncovered key strategic advantages that could distinguish Global One Home Care in the marketplace. Some of these things included unique flexibility in service delivery, the ability to adapt to rapidly changing client needs, and the potential to empower partners within dynamic healthcare markets considering how small and agile their operations were.

We systematically approached a roadmap to take us through to the end of the year and developed and prioritized initiatives – creating comprehensive project lists and carefully evaluating potential tasks based on available resources, predicted impact, and strategic alignment.

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Given the highly competitive market landscape, the first set of tasks to complete were branding-focused – elevating and unifying the visuals and establishing consistent and professional messaging that resonated with each audience type based on the material.

This approach recognized that in a crowded market, visual and communication differentiation could provide a significant competitive advantage and are crucial in developing brand recognition and authority.

Creation

The creative execution phase started with mapping out the customer and partner journeys and redesigning key marketing collateral to address specific audience needs.

Two comprehensive information packages were developed: one for partner recruitment and another serving as an introduction packet for free consultations.

These materials showcased a consistent visual brand and messaging segmented content strategies to create a cohesive narrative and speak directly to their respective audiences.

One of the features of the new packages was the ability for further personalization and customization based on the potential needs of the partner. Rather than producing a bound booklet for each – we designed them each as sets of loose pages within a folder so that packages could be curated for each pitch and custom pages could be added as required.

Results

While comprehensive numerical analysis was still pending, initial observations indicated significant improvements in visual brand consistency, communications approach, and presentation of the company's capabilities as well as differentiating features.

Currently we're working on streamlining the communications between the physical and digital communications touchpoints – stay tuned for the results!

Discovery

The initial discovery phase centered on comprehensive market analysis, which involved a thorough competitive landscape review. We conducted an extensive audit to identify existing gaps in the market, establish baseline performance metrics, and understand the positioning and communication approaches of direct competitors. These early investigations revealed critical insights, including the absence of a cohesive marketing strategy, undefined unique value propositions, and significant opportunities for meaningful market differentiation.