RRD: the background
As a global leader in transactional print, RRD (a Fortune 500 company) were competing in a shrinking market and losing market share to digital disruptors.
The client’s market conditions
When we were briefed to help turn things around, our strategy was to initially understand the needs and challenges of RRD’s strong client base to identify opportunities for differentiation.
We worked collaboratively with the created propositions to meet changing client needs and helped RRD become a customer-centric organisation.
Identified opportunities to meet changing client needs
Generative research was carried out by way of a ‘customer first’ lens, i.e. the customers of our client's client. This involved depth research around customer usage, developing an understanding of how users carry out daily tasks now and in the future.
By going direct to source in this manner, we identified multiple rich sources of data and touch points across millions of customers. This potential to drive hugely transformational customer experiences previously went ignored.
Prioritisation workshops helped RRD's teams develop a better understanding of propositions and their feasibility and likely success, when modelled against the formative customer research.
Driving change through collaboration
Through a combination of stakeholder engagement and multidisciplinary team solution ideation workshops we collectively identified how these unmet needs could be resolved by leveraging RRD’s diverse and data rich capabilities.
By developing RRD’s culture to become more inquisitive and customer-centric we enabled internal teams to refine and roll-out propositions. Ultimately, this afforded clients the opportunity to extract value from masses of otherwise unused transactional data.
How our approach helped RRD
Our UX team instilled a ‘customer first’ culture; challenging long-held perceptions of the limitations of transactional print services.
We supported RRD in engaging with a much wider number of clients and customers that they had previously been used to. This not only stretched their thinking, but gave them the tools and mindset to innovate.
Our work provided clear direction for proposition roll-out allowing RRD to meet the demands of their clients to meet the needs of their customers more effectively and compete against more 'technology-first' disrupters within the print ecosystem.