Salesforce | Vision Design, Business Transformation, B2B | 2022
Our customer was a premier roaster and retailer of specialty coffee, operating in over 70 countries, with 30,000+ total retail locations worldwide.
While roughly half of all their stores are Licensed stores (similar to a franchise model), they represent only a small percentage of total net revenue.
Our customer approached used because they saw an opportunity to improve the Licensee experience and nurture their B2B relationships with its network of Licensed Stores.
Note: The name of the customer organization has been omitted throughout this project to honor customer confidentiality.
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My Role: Lead designer
Team
Salesforce Innovation Team
Strategist/Engagement Lead, Researcher
Salesforce Extended Team
Account Executives, Sales Engineer
Customer Team: Director level point of contact, ~15-20 Key Stakeholders and Associates participating in co-creation workshop and interviews
Duration: 6 weeks
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Our customer was committed to pushing themselves further—as an organization, they aligned around 4 big goals:
HELPING PEOPLE SUCCEED
Associates | Licensees | Customers | Communities
ENABLING CUSTOMER EXPERIENCES
Mobile Order & Pay | Rewards Program | New Channels
DIFFERENTIATING WITH TECHNOLOGY
Systems | Compliance | Data
GROWING OUR BUSINESS MODEL
New Revenue Streams | New Business Processes
At its core, the Licensee experience is a dynamic relationship that consists of two sides: the Licensee experience and the associate experience.
People, process, and technology must align on both sides and work in harmony before either can achieve its true potential. Improving the experience of Licensees is directly related to driving better business outcomes for Licensees and for the organization as a whole.
As we synthesized what we were hearing from stakeholder and associate interviews, we were able to distill pain points into four opportunity areas that our customer could begin to address.
We invited our key stakeholders to a 2 hour workshop, where we reviewed initial concepts and facilitated rich conversations to evolve and prioritize the ideas. The workshop helped to drive internal alignment around the most impactful opportunities for Licensed Stores to pursue.
We took all of the feedback and prioritization from our stakeholder workshop and started to translate them into a more robust set of concepts. As a team, we started getting into the details and imagining how all these initial ideas could come to life into a compelling narrative that would inspire and excite our stakeholders.
Build the foundation needed to enable scale and efficiency
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Key Considerations
The foundation of Licensee success is ensuring that the tools, information, and data they need to run their businesses are easily accessible and intuitive.
On the Associate side, those supporting Licensees need to be able to collaborate more effectively through improved visibility, processes, and access to data.
Amplify human relationships through technology and data
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Key Considerations
Make it easy for Licensees to work with the company through technology that allows them to learn + find answers with ease; access dedicated support; and share their feedback.
Equipping associates with the right information at the right time allows them to deliver well-informed advisory that guides high-impact decision making, and helps make every touchpoint a great experience for Licensees
Automate to provide predictive, step-by-step support
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Key Considerations
We imagine a future where there is one seamless licensee support experience. Today, the way that associates and Licensees work often involves a lot of spreadsheets, phone calls, and heroics, but what would if in this future state, things were more connected, automatic, and work could be accomplished, anywhere?