Optimising the customer journey

Placing a loyalty scheme at the heart of IKEA's customer experience

The Challenge

IKEA wanted the FAMILY loyalty programme to be a core part of their proposition rather than a satellite service. We identified that IKEA were missing an opportunity with customers planning large home makeover projects. Starting with customers’ needs and pain points, we developed a data strategy that placed IKEA FAMILY at the heart of the organisation. Our objectives were to:

"Conduit have brought design thinking and data-led customer journey mapping to bear on one of our biggest business opportunities. We are now working on a programme to execute the strategy."

Adam Nowak
Global Loyalty Leader, IKEA Group

Our approach

We have taken a structured approach with IKEA to mapping the key moments of truth, defining the role of data in identifying these key points and designing the service experience that IKEA can deliver to exceed customer expectations. Stages that the Project has covered include:

How we delivered the project

The project was completed over a 4-month period with a combination of stakeholder workshops, customer research, data analysis and value proposition design.
This project was the first step in a programme whose mission is to put IKEA FAMILY at the heart of the business and deliver better support and experience for customers planning large home makeover projects. Data auditing and the development of contact and content strategies are the next programme steps.
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