Transforming internal culture through a group-wide CX Academy
Our engagement with Chalhoub Group was about educating several retail brands on the importance of CX and showcasing an approach to customer experience design.
The scope was built around several modules each representing a part of the framework with a bit more stress on the journey mapping.
- Chalhoub Group L&D - Chalhoub Group CRM - Swarovski - Faces - L'Oreal - Michael Kors - Level Shoes - Etc.
Consistently engaged in workshops, talks, delivering creatively assigned tasks.
A framework used to bring Chalhoub brands up to speed and show them the best way to understand, map & design experiences.
You can always expect the best from team Renascence. Hard working.Always share their opinion and recommendations with respect. I really appreciate that as a client.I enjoy bouncing ideas with them.
— Ilaria Buonpane, Head of CX, Chalhoub Group
Context, Approach & Methodology
In 2019, Chalhoub Group invited us to help them transform the internal culture and infuse the "design thinking" into the day to day routine of brands in fashion and beauty.
Chalhoub Group is one of the largest fashion and beauty retail groups.
The main group is the leading partner of luxury, fashion and beauty in the Middle East through three types of activities: distribution, regionally and locally in 8 countries; retail, with over 750 stores; and marketing services. Some of Chalhoub's joint ventures include Louis Vuitton, Dior Couture, Sephora, Fendi, Puig, Celine, Givenchy, Louboutin, and Havas.
Some of the group's retail franchises include Saks Fifth Avenue, Loewe, Carolina Herrera, Swarovski, Lacoste, and Michael Kors.The distribution franchise includes L'Oréal Luxury.
The group created and is operating several retail own-concepts, including Level Shoes, spanning 96,000 square feet, with 40 designer boutiques; and department store Tryano and has acquired Christofle.
To launch a group-wide CX Academy we were tasked to develop a tailored to Chalhoub's needs and bespoke customer experience design program, aimed at
- Providing a toolkit for brands; - Educating brands on how to use the toolkit; - Improve an understanding of CX within the group; - Bring up CX Champions across beauty and fashion; - Create a task force for group-wide CX activities
The program was built around such modules as understanding the customer, mapping the journey, analysing the gaps, designing the experience & crafting the plan.
What did we achieve?
Across two group pillars and 10 brands we have transformed the way people used to think about customers and their experience.
We have provided with a full A-Z toolkit that can be used by teams across the group for DIY experience design exercises.
Swarovski & Faces have introduced their internal customer experience managers. People from the Academy were promoted to those roles.