Optimized the omnichannel customer experience at Yves Rocher 

Context and objectives

In 2019, the Yves Rocher brand initiated a workstream to optimize its customer experience with the objective to improve the overall experience from the brand and product discovery to brand loyalty, on every single touch point.

Considering the evolution of the sanitary crises and the evolution of consumer purchasing behaviors, the marketing team felt the need to clarify and update the CX strategy as well as how it’s being used and leveraged internally.

Main activities

I set up the following methodology

1. Benchmarked other brands, even outside the Yves Rocher’s industry, identifying long term trends and main customer expectations
2. Updated the Customer experience map from end to end, identifying pain points at every touch point
3. Shared the assessment with internal stakeholders, and run different workshops to get in depth insights of the root cause and potential outcomes

Results

An updated version of the customer experience map was shared internally.

A list of 10 CX imperatives was built and prioritized in collaboration with the Yves Rocher team.

A governance model was proposed to better steer the CX strategy across the company.