Change Playbook led a comprehensive, multi-stage Discovery Phase to establish a robust foundation for actionable recommendations and a tailored action plan. Key activities included:

1. Stakeholder interviews: Engaged with key internal stakeholders to gather insights into current operations, challenges, and opportunities, providing a holistic view of the team’s functionality and alignment with MRCC’s broader objectives.
2. Environmental scan and benchmarking: Conducted an environmental scan to benchmark MRCC’s customer support practices against industry best practices, ensuring recommendations were relevant to MRCC’s context and aligned with current trends.
3. CX Maturity Assessment: Building on the environmental scan, a Customer Experience (CX) Maturity Assessment was conducted to evaluate MRCC’s organisational CX capabilities against industry standards, identifying strengths and areas for growth. The maturity assessment was vital, as elevating CX within the Customer Support Team also relied on the broader organisation’s commitment to advancing its own CX maturity level.
4. Internal capacity assessment: Assessed the Customer Support Team’s structure, performance, and workflows to identify strengths, existing bottlenecks and areas for development. This included reviewing team capability, technology use, and quality management practices to pinpoint opportunities for improvement and capacity building.
5. Qualitative insights survey and focus groups: Collected qualitative data through surveys and focus groups with the Customer Support Team, providing insights into team dynamics, interactions, and overall customer experience.
6. Service blueprinting: Developed process maps for key customer journeys, highlighting dependencies between teams and cross-functional interactions. These maps provided a clear view of what was working well and areas needing process optimisation.

Recommendations and Action Plan

The insights from the Discovery Phase informed a set of recommendations structured around four core areas:

• Customer-centric culture: Cultivate a culture of continuous learning, accountability, and service excellence within the team and extend these key CX principles to the broader organisation, ensuring alignment with MRCC’s strategic goals.
• Team capacity and alignment: Ensure the team’s capacity and structure supports effective workflows, clear roles, and flexibility to adapt to the changing demands of internal and external customers.
• Service optimisation: Streamline processes and improve service delivery across all channels to boost efficiency, customer satisfaction, and employee engagement.
• Customer insights and engagement: Leverage data and feedback to better understand and respond to the needs and preferences of customers and the community.

A structured two-year action plan, recommended to be supported by iterative 90-day planning cycles, was provided to guide MRCC in establishing a sustainable, customer-focused service model.