Understand
Initial assessment, review of existing data, feedback and complaints already collected by the organisation.
VIVALDI18 Ascolta
Customer Experience
The service we design and the one a person actually lives through are not always the same thing.
A website, a phone call, an email, a waiting time, an error or a support request are all part of the same experience. VIVALDI18 STUDIO reconstructs people's real journey and helps understand where and why it can be improved.
Tell us which experience you want to improveNot sure yet where the problem starts? Talk to ANTONIO AI
ANTONIO AI is VIVALDI18 STUDIO's AI orientation assistant: it helps frame the question, it does not carry out Customer Experience research, does not produce insights and does not replace professional analysis.
In sintesi
Quando serve
L'esperienza reale delle persone che usano il servizio è diversa da quella progettata.
Cosa ottieni
- Il percorso reale dell'utente ricostruito
- I punti di attrito individuati
- Interventi correttivi ordinati per priorità
Primo passo
Un CHECK Processo o servizio, a partire dai punti di contatto con gli utenti.
Limiti dichiarati. L'osservazione riguarda il funzionamento reale: non produce previsioni certe sui comportamenti futuri.
The customer doesn't see our departments. They live a single experience.
For the organisation
- Marketing
- Sales
- Administration
- IT
- Customer care
- Operations
For the person
A single journey.
Whoever uses the service does not distinguish between internal functions, systems or responsibilities: they go through a sequence of steps and expect each one to follow from the last.
When a person has to start from scratch at every step, an organisational problem becomes an experience problem.
Depending on the context, the person is a customer, a citizen, a user, a patient or a beneficiary: the vocabulary changes, not the way they live through the journey.
Where the problem can come from
- People abandon a journey before completing it.
- We keep receiving the same questions.
- Complaints arrive, but we don't understand their cause.
- The website and the front desk feel like two different services.
- The person has to repeat the same information several times.
- We have a lot of satisfaction data and few decisions.
- The service works internally, but people find it difficult.
- We are designing a new service and want to start from the real experience.
You don't need a diagnosis already in hand: you can start from a signal, from a journey that isn't working as it should, or from a service that still needs to be designed.
One person, many touchpoints
This journey is an abstract example, not a real customer's case. It shows how the same story crosses different channels, and how it can run into friction at certain points.
Step 1 of the journey: Discovers
Website · Word of mouth · Communication
Step 2 of the journey: Searches
Website · Document · Search engine
Step 3 of the journey: Gets in touch
Email · Phone · Front desk
Possible friction
Step 4 of the journey: Accesses
App · Authentication · Operator
Step 5 of the journey: Uses
App · Website · Document
Step 6 of the journey: Has a problem
Error · Waiting time · Missing information
Possible friction
Step 7 of the journey: Asks for help
Support · Phone · Email
Possible friction
Step 8 of the journey: Concludes
Confirmation · Document · Operator
Touchpoints that can come into play
- website
- phone
- app
- front desk
- document
- operator
- support
The person switches channels several times. The organisation sees individual contacts; whoever uses the service lives a single story.
The problem is not always where it is reported.
The person calls customer care. That's where the problem becomes visible, but not necessarily where it originated. The cause may lie elsewhere in the journey:
- on the website
- in an email
- in a document
- during payment
- in a waiting time
- in an internal process
- in an unclear promise
The point that receives the problem is not necessarily the one that generated it.
The VIVALDI18 model
- Phase 1
- We listen
- Expectations, needs, feedback and objectives of the organisation and the people involved.
- Phase 2
- We observe
- What actually happens at the touchpoints, not only what is supposed to happen.
- Phase 3
- We map
- Stages, touchpoints, channels, information, expectations and critical points of the journey.
- Phase 4
- We interpret
- We look for causes and distinguish local problems from systemic ones.
- Phase 5
- We redesign
- We work on the experience, communication, process, channel, interface or responsibility.
- Phase 6
- We verify
- We check whether the change really improves people's journey.
The question comes first. The research tool comes after.
Many tools are available and, when appropriate, they can be used together. None of them should be chosen simply because it is already available or familiar.
- Interviews
- Observation
- Complaints
- Customer care
- Analytics
- Questionnaires
- Operational data
- Testing
First we decide what we need to understand. Then we choose how to observe it.
A number is a signal. A decision requires interpretation.
Quantitative
It can show where something happens: at which stage, how often, on which channel.
Qualitative
It can help understand why it happens and what makes it hard to move forward.
NPS, CES, satisfaction surveys or other indicators can be useful when they serve a decision. None of them is mandatory or absolutely better, and none of them, on its own, is the Customer Experience.
Making things simple doesn't mean removing every step.
Some friction exists for a reason and removing it would make the service worse. A step can be necessary for:
- security
- control
- safeguarding
- verification
- accountability
The question is not "how many clicks can we remove", but: is this friction necessary, understandable and proportionate?
Customer Experience and processes: two sides of the same service
Front stage
Customer Experience
Looks at what the person lives through: what they encounter, what they understand, what they manage to complete.
Back stage
Operations, processes and administrative support
Looks at what needs to happen inside the organisation for that experience to be possible: steps, responsibilities, information and timing.
The two perspectives meet constantly: a wait experienced by the person often corresponds to an internal step that isn't flowing. When the theme is mainly about internal functioning, the work continues with operations, processes and workflows.
What we can do
The scope is defined together: not all of these activities are needed in every project, and they are not always all included.
Observe
Field research, interviews, journey reconstruction and touchpoint analysis.
Interpret
Pain points, causes, critical moments of the journey and priority setting.
Redesign
Services, steps, communications, channels and interactions between the person and the organisation.
Verify
Testing, monitoring and observation of what happens after the change.
Illustrative scenarios
Examples built to explain the type of situation. They are not real cases carried out by VIVALDI18 STUDIO and they do not report results.
Local authority
The citizen starts the application online, but still has to phone and then show up at the front desk.
SME
Customer care keeps receiving the same questions and the organisation wants to understand where they come from.
Healthcare
A pathway that is organisationally correct is hard for patients and family members to understand.
Digital service
Many people start an online procedure and don't complete it.
Attività che possono lavorare insieme
A better experience often touches other areas of the Studio's work.
- VIVALDI18 IncludeAccessibilità digitale, cognitiva e fisicaWhen the theme is being able to use and understand the service.
- VIVALDI18 ProteggePrivacy / DPOWhen personal data, notices and consents are involved.
- VIVALDI18 FacilitaLogistica, processi e assistenza amministrativaWhen it's the internal process that generates the friction.
- VIVALDI18 ComprendeScienze comportamentali applicateWhen decisions, habits and cognitive friction matter.
- VIVALDI18 ProgettaProgettualitàWhen the analysis leads to a change project.
- VIVALDI18 RaccontaGiornalismo e storytellingWhen the results need to be communicated clearly.
Frequently asked questions
Which experience would you like to understand better?
You can start from a complaint, from a journey that isn't working as it should, from data you already have, or from a new service that still needs to be designed. The first step is observing what the person actually lives through.
Every engagement is built and followed together with the client, with shared objectives, activities and progress.