Customer Experience Journey
for Majid Al Futtaim
As part of an interview process for Majid Al Futtaim (MAF), this customer experience project explored the CX journey across their malls and services. Through analysis and innovative solutions, it addressed ways to enhance the customer experience, showcasing a strategic approach to design thinking and Customer Experience development.
Executive Summary
Mr. Majid Al Futtaim, the companyʼs founder, once said, “My dream is to create great moments for everyone, everyday.” Considering this quote, this customer experience case study delves into comprehensive secondary and primary research to understand and improve customer satisfaction and loyalty throughout Majid Al Futtaim Malls. It analyzes these establishmentsʼ current and desired future state and uses these insights to iterate a problem statement that can lead to exciting solutions.
Through the research and analysis, I learned that improving the Share platform (an App created by MAF) by upgrading services and products is essential. Increased engagement in person at malls can be created with brand-directed pop-up stores and other services that create an emotional connection with the consumers and make their lives easier.
With the help of the user persona, understanding the limitations, intentions, and aspirations of our solution, and by using other tools such as a consumer journey map, empathy map, and service blueprint, I was able to map out how the solutions impact the audience and the ecosystem of the Majid Al Futtaim malls. I also analyzed other aspects of the problem, such as key resources, success measures, and risks, for a holistic overview of the problem and the solutions.
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Overall, this case study outlines the strategic innovation that can be implemented to transform customer experiences, ultimately creating more loyalty amongst consumers and delivering unparalleled satisfaction and value to them.
Tools Used
Solutions
The ideation phase for this problem statement has been an exploratory process. I have gone back and forth on my ideas and built many of them on products and services that already exist at MAF malls. Innovation is to continue to grow and adopt new strategies to improve, and there is always scope for improvement.
Using the knowledge, insights, and information from the previous sections, these are the solutions that I came up with from our problem statement.
Conclusion
What started as an exploration of how to increase loyalty amongst mall-goers soon became a deep understanding of consumer trends and behaviors and how to connect to consumers through emotional, social, and environmental factors. It also became an understanding of how to engage, excite, and retain customers for a long time with the mallʼs services and products.
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It was an exciting journey to dive deep into the background of Majid Al Futtaimʼs products and services and then conduct my research to understand better how we can explore solutions for the problem. As they say, itʼs more about the journey than the destination, and for this case study, it holds true. Overall, by understanding the current state, creating a persona, and understanding the limitations, intentions, and aspirations of our problem statement, I was able to develop a holistic solution that could aim to improve the overall customer journey throughout the mall.