We in the Elastic Grid CX (Customer Experience) team love our Lego because at its core, the yellow brick toy helps us to keep developing fundamental skills required for our jobs; imagination and practical problem solving. Throwing a bucket of the iconic bricks across a table (or better yet, the floor) creates a puzzle with an infinite number of correct assemblies.
With Elastic Grid’s unique, three tiered customer structure, our problem solving skills and imagination are constantly put to the test. We have vendors (our business clients); brands who enter into our program to give their partners (re-sellers) our user base, marketing tools, and assets in order to generate sales leads from their end customers (whose experience we also play a role in).
CX is generally described as the interaction between an organization and a customer. This interaction includes a customer’s attraction, awareness, discovery, cultivation, advocacy, purchase and use of a service. When looking at how a CX fits within our organization, the team is responsible for ensuring a free-flowing consistent end-to-end relationship through the three tier customer funnel as well as each customer’s end-to-end experience. Something like this:
Before forming the team, we had a disconnected customer focus between the key roles which now make up the team:
Having already established ourselves as a cross-function organization in our journey from agency to product, it’s easy for us to join teams which are not necessarily aligned with reporting lines. You could put almost everyone in the center of a Venn diagram in regard to how their role fits different teams. For example, I fall into the Design Team (as reporting manager), Platform Development Team (as the product owner and UX designer) and now the CX Team (as lead).
Elastic Grid has always had a serious focus on customer satisfaction across the board, however it wasn’t always completely aligned within the organization, with each team taking care of their own as outlined above. When taking into account an entire customer journey, from the first interaction with our company, say, something as small as a tweet, all the way through to a conversation with one of our Elastic Grid Marketing Specialists, the experience wasn’t always consistent. That’s not to say it wasn’t good, just not designed from end-to-end.
The basic goal can be explained like this. If Elastic Grid is telling a story that starts with one team member on page one, the team member on the last page will know how to end the story because every team member on each page in-between has done a great job of connecting the plot points.
Since the inception of the team, we have reached our target objectives in a few short months.
There’s a long way to go yet, however all this can be attributed to a simple process founded on communication:
Okay, so let’s meet the team:
Responsible for the Elastic Grid platform experience from user interface and branding and communicated business goals to the wider CX team.
Elastic Grid Marketing Executive protecting the Elastic Grid tone of voice, establishing a strong social-media presence and helping the sales team generate leads.
The Elastic Grid designers, making things easy-to-use and look good but mainly play with Lego and drink coffee as you can see them do here…
Animator and video creator extraordinaire, aside from helping the campaign creation team, Andrew is explaining all our difficult through-partner marketing concepts by creating simple animations as well as ensuring all our company presentations, show and tells and lightning talks are recorded and shared for everyone to benefit from.
The real MVP. Elastic Grid’s support and training representative, Richard is in high demand helping to ensure everyone is armed and ready for their customer service needs, whether being client services or the marketing support teams.
Lead UX designer and Design Team Lead at Elastic Grid, responsible for the user experience of the platform and the products visual brand. Lorenzo has extensive experience designing simple digital solutions for large, complex commercial projects, including e-Commerce, marketing campaigns and content management platforms.