SERVICE DESIGN
GBS Services
GLOBAL BUSINESS SERVICES
LONDON / WARSAW / ATLANTA
ROLE: SENIOR PROJECT MANAGER & SERVICE DESIGN CONSULTANT
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Business Need: To improve experience of GBS services across The Coca-Cola Company, by focusing transformation on customer experience, simplifying processes and customer journeys while meeting cost-efficiency targets.
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Approach: Set-up and defined scope for Customer Centric Services by Design transformation program, delivering changes to GBS service operations and related digital solutions. Developed understanding of service design approach across Coca Cola GBS organisation, demontrating value of design and service design methods to GBS senior leaders. Secured two cycles of funding for the program.
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Context: When Coca-Cola moved its European, Middle East and African Global Business Services operations to its GBS hub, the company decided to take a fresh approach to the way it provided business services across The Coca-Cola Company network and its franchising partners around the world.
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Vision: To treat Coca-Cola employees and partners as customers of GBS services and to enable experience aligned with the promise of Coca-Cola brand . Along with this service design mindset came emphasis on the end-to-end experience enabled by GBS services.
I challenged the GBS stakeholders with four key questions:
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How do you ensure your services are relevant and easy-to-use?
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How can you demonstrate a human touch in the digital world you work in?
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How do you make sure your business customers enjoy working with you?
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How do you deliver a delightful experience that really reflects the Coca-Cola brand values?
To respond to those questions I recommended to turn to service design approach– an innovative set of methods to create a great service experiences grounded in customer insights. Following initial discovery phase including research, we shaped the Customer Centric Services by Design program and then delivered it over the period of two years.
It involved organizing service design workshops and trainings in the Coca-Cola offices in Warsaw, Atlanta, London, Dubai and San Jose; designing and delivering new digital tools for GBS services, defining customer journey maps and service blueprints. I was responsible for managing the overall program budget, report to the project office in the headquarters in Atlanta, manage external consultancies, contractors and internal program team based in different Coca-Cola offices around the world.
