Consumer experience makes all the difference

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Consumers these days want to identify with the overall experience of a brand. You can find out how best to do this in the conversation with Mélanie Bigler, Head of Human Centred Design.

Why is the focus for you on the customer experience?

Today, the experience goes beyond the product itself: consumers want to be able to identify with the entirety of a product. Questions such as these count for more and more: What does the brand stand for? What values does it embody? Does the brand keep its promises? Here lies a major opportunity for the Mibelle Group to use its consumer-focused corporate culture to build up long-term relationships with retail partners.

What is the Mibelle Group’s role in this?

We work in close partnership with our retail partners, and it’s an additional bonus if our philosophy and values align. Retail partners can get actively involved with the entire process, from determining consumer needs and designing new solutions through to testing them.

How do you bring customer centricity to life?

Customer centricity permeates our entire organisation, from leadership and proposal preparation through to agile working methods, such as design thinking and Scrum. We go where our users are, where things are happening. We listen, observe and analyse. The goal in all of this is to discover both explicit and implicit needs, then use them as the basis for developing the best possible products and services for users.

What does that look like in practice?

We implement various methods along the entire value chain – from creative to operational excellence – to achieve the best possible results for our customers. Human-centred design involves improving existing solutions from a consumer and customer point of view, developing new, creative ideas and then implementing them.

Design thinking is accomplished in multidisciplinary teams. Consumers are included in the search for creative solutions, which unfolds in several stages: understanding and observing; summarising the issues; developing ideas; creating prototypes; and testing. Another agile process framework we use is Scrum, which helps us project-manage formulation development. We’ve adapted the framework to our requirements and make regular improvements to it. And by implementing lean management we seek to ‘create value without waste’. Continuous improvement loops involving all employees help us in this regard.