customer experience strategy
NOV 2021
02
contents Executive Summary _ 03 Current State _04
1. The Problem 2. Why accessibility? Research _08
1. Approach 2. Personas 3. Journey Map Opportunities and Strategy _13
1. Opportunities 2. CX Strategy One 3. CX Strategy Two 4. CX Strategy Three Measuring Success _17
03
Executive Summary Sister Scout is at a point of transformation and expansion. Traditionally known as a photography studio, Sister Scout has also come to be known as a community hub and place for support and connection. Seeking to broaden the Sister Scout offerings to include more formal support for small + mico business owners, the challenge lies in meeting the community's needs and providing them with a great group coaching experience. We want Sister Scout to be known for inclusion, accessibility and as a place of belonging, and this CX strategy is centred on that goal. According to the customer research, it's clear with some adjustments to the exploration, onboarding and delivery phases, a more inclusive and safe group coaching experience can be achieved. This will set Sister Scout apart in a world of 'churn and burn' sausage factory style coaching offerings.
Current State
COVID-19 impact
Like it has for other communities, the pandemic has forced the Sister Scout community online, with no opportunity for in-person events or connection. Business owners, in particular solopreneurs, are lonely.
on solopreneurs
The pandemic has also given many time to stop and reflect on how their businesses are going and the areas where they need to make changes. Many have adapted to the emerging needs of customers and clients.
Disconnection + loneliness
This environment presents an opportunity for Sister Scout to support the business owners in the SS community. With a strong brand and loyal community behind it, Sister Scout plans to build an online service that could adapt to times of shutdown and provide a future-proofed revenue stream. 'Sister Scout exists to create space for authentic, conscious and human-centred business owners to experience a softlanding, where we strive together towards doing business in a way that promotes equity and flourishing.' As such, Sister Scout is seeking to develop an online group coaching program for groups of solopreneurs in 2022.
Assessing business
Pivoting + adapting
04
05
Aim To understand the Sister Scout community’s experience of group coaching, with a hope of finding opportunities to create a new, customer centric offer that focuses on accessibility at every touch point.
The question: How might we improve the accessibility of online group coaching?
06 Why accessibility?
“BUSINESSES THAT WILL THRIVE IN THE ECONOMY OF TOMORROW RECOGNIZE THAT MEETING THE NEEDS OF DIVERSE POPULATIONS IS KEY TO THEIR BUSINESS MODEL TODAY.” - ACCENTURE
improved UX Ultimately, accessibility is about user experience. And improved user experience benefits everyone.
our values Striving for accessibility also enhances inclusivity, a key value at Sister Scout.
commercial In its report Getting to Equal: The Disability Inclusion Advantage, Accenture found that companies that embrace inclusion outperform their competitors.
07 Why accessibility?
Companies with leadership in
In its report Getting to Equal: The Disability Inclusion Advantage, Accenture found that of the 140 companies in the Disability Equality Index (DEI)—a benchmarking tool that gives US businesses an objective score on their disability inclusion policies and practices—the 45 companies that stand out for their leadership in areas specific to disability employment and inclusion had, on average over a four-year period: 28 percent higher revenue Double the net income 30 percent higher economic profit margins than the other companies
disability employment and inclusion
Higher economic profit margins
Higher revenue Double net income
08 Research Approach
In order to understand the coaching experience of the Sister Scout community we undertook two types of research: Instagram polls and discussion Interviews with 9 Sister Scout community members about their coaching experience (see page 7-10 for personas and journey map developed from these interviews)
What people want from group coaching
Social learning
Flexibility
Custom approach
Feel seen and supported
Not to be overpromised or over-sold
Return on Investment
Instagram Insights
Negative experiences: Coaching did not match the sales page or the price tag Pressure Lack of flexibility One size fits all approach Didn't hold space for diverse perspectives or identities
The
Sia
soloprepreneur
They/them
with diverse
Profession
Years in Business
Copywriter
One
Age
GST status
35
Unregistered
Intersections
09
-Neurodiverse (ADHD) -Person of colour -Has depression -Immigrant -Non-binary
identities How Sia likes to learn
"I want to find a group coaching program that will hold space for my
Loves reading Listening to podcasts/learning via audio Discussing ideas with other people Comfortable participating online A mix of group and 1:1 learning
multiplicities and Unique attributes
understand my unique needs and strengths."
Incredibly creative + divergent thinker Hyperfocus when interested Highly motivated Great people skills Pro-active learner - will seek out resources Loves to go deep with people and ideas Passionate about justice and inclusion
Challenges
Financially stretched as a new business owner Experiences racism and feelings of alienation in the small business world Unsure how to run a business as a neurodiverse person Energetics - they struggle with depression so their energy levels can vary Wants to grow their business but in a way that aligns with their values Worries no coaching program could hold space for their multiplicities Doesn't want to be put in a box Lonely working alone from home
Why is Sia looking at a group coaching program? Sia's aspirations
Sia wants to run a business that is sustainable, where they can explore their passions, and work with values aligned clients They want to be earning $75k+ a year They want to grow their business without burnout They want to be part of an inclusive business community that is doing things differently
Sia wants to overcome the isolation of solopreneur life, to find a space to bounce ideas around and discover new ways to do business and grow their business in a way that aligns with their values. They are looking for fresh perspectives, a place to belong and a community of business owners who will value their diversity and provide an accessible coaching experience.
The established
Meg She/Her
solopreneur
Profession
Years in Business Intersections
Graphic Designer
5 years
Age 33
GST status
10
-Single parent
Registered
"I've worked by myself for so long, I think it's time to be part of a community where I can bounce ideas around and be kept accountable to working on my business."
How Meg likes to learn
Likes a mix of pre-prepared content to learn in her own time, plus some live interaction Can do without the 'fluff' - likes to get to the point Likes to do 'homework' tasks to reinforce what she's learning Wants it to fit around her busy life Unique attributes
Can get things done super fast Very motivated and driven Ambitious Efficient at her work Good at sticking to deadlines and giving others deadlines
Challenges
Time poor Client demands Hard to find time to work on her own business Not much down time as a single Mum Works a lot at her computer, not so much out and about. Can feel lonely working solo
Why is Meg looking at a group coaching program?
Meg wants to find a community to be a part of, to feel like she's on the business journey with others. She's also really keen to hear fresh perspectives, approaches and ideas and take her business to the next level.
Meg's aspirations
Meg wants to grow her business, perhaps become a partnership They want to be earning $150k+ a year They want to feel more supported along the way They want fresh ideas and approaches
She is skeptical of coaching and coaches, but wants to be in a group program that is aligned and works in with her busy life.
Sia's Journey
Trigger
An old colleague suggests doing some coaching
Actions
Explore/Decide
Other copywriters share their experience about group coaching and Sia is prompted to look into it
Ask friends which business coaching programs they've done
"I want to take my business to the next level" "I'm not making the kind of money I want to be" "I want a community to be a part of" "I want a safe supportive space to bounce my ideas around" "I want strategies to grow my client base without sacrificing my values"
Thoughts
Feelings -
Needs
Ads for coaching programs pop up on Instagram
I'm excited to seek out business support
11
Trigger/Explore+Decide/Delivery
I'm nervous about whether I'll find something that's a good fit for me
Search 'inclusive and accessible' group coaching program online
Follow some coaches on Instagram and DM some
Look up a local business directory
Visit coaches' websites
Book in for a free discovery call
Explore my priorities and concerns with the coaches I speak to
I sign up for my chosen course on a customised payment plan
"How will I know if the program is a good fit?" "Who can I trust?" Unique attributes "How they will make this program accessible to me?" "Will this investment be worth it?" "How will I afford to pay for the course?" "I hope the group won't be too big" "I just want to find a coach who gets me and makes space for my diverse needs" "I really need to start making some decent money from my freelance copywriting"
I'm overwhelmed with options
✅ Social proof of coaching experience ✅ Avenues to find the kind of coach they're after ✅ Clear sales page outlining differences b/w programs ✅ Guaranteed safe space ✅ Assurance of values and ethics of coach ✅ Support to grow business in an aligned way
I'm disappointed so many coaches don't even address inclusion and accessibility
I feel unwelcome and excluded visiting websites full of photos and examples of people nothing like me
I'm feeling more positive after speaking to a coach
I feel grateful because one coach made me feel so welcome, even asking my pronouns.
✅ An easy way to compare programs ✅ A way to build trust with the prospective coach before signing up ✅ Insight into how they will accomodate and celebrate diversity ✅ Financial flexibility ✅ Active inclusion efforts eg. asking pronouns up front, showing diversity on website ✅ Accessible program: catering to various intersections ✅ Small groups
Sia's Journey
12
Trigger/Explore+Decide/Delivery
Delivery
Onboarding
6 month group coaching program
Actions Pay the first month's invoice
Thoughts
Feelings
Needs
Receive/read welcome email
Scan over key dates
Wait for group program to start
Fortnightly video calls with the group and coach
How Sia likes to learn
Each week one group member is the focus, bringing an idea, or something to troubleshoot with the wider group
Rest of time is spent going around asking about each person's goals, things they're working on and need help with
Opportunity to book in for three 1:1s
Guest presenter twice during program
"How will the live sessions run? Will they have the same Unique attributes "I'm feeling low today like I don't want to show up to the group" structure every time?" "I've got so many ideas bouncing around, where do I start?" "How many individual coaching opportunities will I get?" "I need to move my body; this zoom is a long time to sit still" "I wonder if we'll all get along in the group? I hope I make "I want to turn my camera off for a bit" some good connections that last beyond the course" "I want to feel understood and have the chance to share my story" "Will people think I'm weird or that the way I approach I "How do I book in for some 1:1 support" business is weird?" "I don't want to have to do an activity if I don't feel like it" "What if I don't have the energy to show up some weeks"
I'm excited to seek out business support
I'm nervous about whether what I've signed up to is what I need
I'm anxious about fitting in and being understood
I'm feeling vulnerable showing up to the first meeting
✅ Points of connection and opportunities to build relationship even before program starts, during program and after ✅ A guide to how sessions will run ✅ A sense of belonging and a safe space ✅ Flexibility with attendance and multiple ways to connect and learn
I'm happy with clear expectations and structure
I'm relieved I get 1:1 support and 6 months to explore this
I'm happy our sessions are online and recorded so if I can't make it I can catch up
I feel agitated sitting for too long
I am nervous sharing with the group
✅ Flexibility with attendance and appreciation of different energetics ✅ Chance for breaks and body movement ✅ Clear way to book in for 1:1 support from coach ✅ A group culture of belonging and acceptance ✅ Time for participants to share their story and feel safe doing so ✅ Some structure and opportunity for feedback
13 CX opportunities
Looking at the needs identified in the research, it's clear there are two main areas of opportunity to improve the accessibility of online coaching. Opportunity to create a safer space during onboarding and delivery
Opportunity to create a more flexible and accessible delivery
14 CX Strategy
Roll Out
Exploration Phase
Website Changes
Strategy: improve accessibility and inclusivity of sales page and enquiry form
Safety begins with the online experience. With these simple changes we're aiming to make clear how this coaching program is different to others; how it's more inclusive, accessible and flexible, and to make people feel welcome from the moment they start exploring the group program sales page and enquire. Tactics would include: -updating website imagery to reflect diversity -an ethics page outlining beliefs and practices -payment plan details -a menu option for pronouns in the enquiry form -space to list their specific needs and intersections on the enquiry form -add some testimonials from past participants with accessibility requirements onto the sales page -opportunity to book in a free discovery call
Development of a quality ethics page needs to take place in collaboration with an ethical copywriter and web developer Budget required of around $2000. Updating payment plans and testimonials easily done. Sourcing testimonials and images done with clients' consent. Updated photography: could use stock, but would be better to use own photos. Budget $1500 to pay models for images. Enquiry Form Changes
Simply edited in the enquiry form from the CRM embedded on the website. Booking system for discovery calls
Calendar with availability integrated with current CRM (Dubsado).
15 CX Strategy
Roll Out
Onboarding Phase
Community Guidelines
Strategy: Creating safety + trust in the online community
As the members are invited to be part of the new group, it's important to establish safety for the community, and a sense of trust before they've even had their first session. Tactics include: -Facebook group open before first session for participants to connect. Encouraged to share pronouns. -Community guidelines agreed to by everyone before first meeting -Reminder of guidlines at first session -Welcome email and Loom video outlining how the program will run and what to expect -Short welcome session focused on setting group 'come as you are' culture and belonging
Development of thorough community guidelines to be signed by all participants. Recommendation t engage a lawyer and copywriter to help develop this policy and particularly the enforcement clause and process. Integrate guidelines into the CRM as part of the onboarding process. Onboarding materials
-Welcome email and Loom video (free) -Copy of community guidelines and culture document to be emailed to everyone via CRM To be done with brand voice and values in mind by owner of Sister Scout and her assistant Samantha. Offline Support: Facebook Group and Voxer
Welcome email will include links to Facebook Group and the free Voxer app Participants encouraged to Voxer when needing extra support.
16 CX Strategy Delivery Phase Strategy: more flexible and accessible delivery
We're wanting to have a consistently accessible, safe and welcoming culture across the whole customer journey. The delivery is a big part of this, and so there will be a focus on culture, particularly the idea of 'coming as you are'; giving people permission to attend how they are able, and making allowances for people's different capacities. Tactics include: -No pressure to have camera on -Reminder of names and pronouns at start of each session -Reminder of group guidelines and culture each week -Regular opportunities to take a break/move body -Emphasis on 'come as you are' - pressure free, and the safety of the space. -Online session recorded with closed captions for people to view in their own time -Opportunity for participants to feedback how to make the sessions more accessible -Support via Facebook group chat, email and Voxer app -Focus on co-creation, not prescriptive solutions -Brene Brown 'permission slips' activity each week. With these 'personal permission slips' participants give themselves permission to feel a certain way. eg. "I give myself permission to feel nervous." or to do things in a way that feels safe eg. "I give myself permission to share only what I feel comfortable sharing."
Roll Out
Safe culture development
Instil culture of 'come as you are' through use of the Brene Brown permission slips, and regular reminders of community guidelines. Permission Slips activity available on Brene Brown's Dare to Lead website. Online session - captions and recording
-Google Meet - free video call platform provides live captions and recording options. Feedback
Send out feedback survey via Survey Monkey after first 3 video sessions to ask what could be improved regarding accessibility. Offline support
Facebook Group and the free Voxer app - available for inbetween support.
17 Measuring Success Measuring the success of these strategies involves gauging how supported clients feel at two key moments, as accessibility is the goal. A new metric, a modified version of the CSAT, should be introduced and measured at various points across the customer journey. Suggested points: Before the first video call, after onboarding. Mid-way through the program (6 weeks in)
Modified CSAT rating for use after onboarding and midway through program
1.Please rate on a scale of 1-5 how supported and safe you feel coming into the group program?
2. Please explain why you chose that rating.
18 Measuring Success: end of program
NPS score
CES survey
At the end of the group program we suggest measuring the success of the strategies by doing an NPS score.
At the end of the group program we suggest measuring the success of the strategies via a survey along the lines of:
Aiming for a score of 40 and above in first round, 50 and above in second round of coaching after all changes fully implemented and running smoothly.
To what extend do you agree or disagree with the following statements:
Group diversity
We also suggest looking at the group make up in future rounds, to measure how safe people from diverse backgrounds feel to recommend the program to their peers. Goal: increase the number of group members identifying as coming from a traditionally excluded group each round (eg. non-white, disabled, neurodiverse). Aim to see 20 percent of the group coming from diverse backgrounds in the second round, and then 25% in the third round.
1. Sister Scout made it easy for me to feel safe and included 2. Sister Scout made group coaching accessible for me 3. Sister Scout made it easy for me to feel supported and seen
