Customer experience audit for MOYA, the largest private gas station chain in Poland
MOYA is the largest private gas station chain in Poland, owned by Anwim S.A. They service both private and business customers in nearly 400 locations all around the country.
MOYA reached out to us for an audit of their online customer service offering. As the project continued, its scope expanded into a comprehensive audit of their B2B offering and customer experience enhancement across all offline and online touchpoints.
By the time we began working on this project, MOYA had already developed a number of touchpoints for their B2B customers to interact with. However, they felt their performance and adoption level could be more efficient.
Thus, on top of performing an audit, our main challenge became to find methods for making the overall customer experience more consistent between online and offline touchpoints and increasing their usability.
In order to design optimal communication channels for MOYA, we needed to learn about user needs: to understand and experience the Client’s services from the user’s point of view.
To that end, we performed audits of MOYA’s online and offline communication channels: customer service web platform, traditional phone customer service, mobile application, and clerk desks at the Client’s physical gas stations.
After the exploratory research, we gained a basic understanding of MOYA’s business customers’ customer experience. That allowed us to define the main customer experience pain points and formulate a detailed user research plan.
To verify our hypothesis and deepen our understanding, we’d conducted a two-fold user research process:
Getting a broad and deep understanding of those customers allowed us to define actionable personas to guide our strategy and formulate solutions for MOYA’s services and products.
We used insights from the exploratory and user research phases to create a Customer Journey Map for each persona we had defined. Each Customer Journey Map clearly illustrated customers’ experiences within the MOYA B2B ecosystem. Last but not least, we delivered a list of actionable service improvement recommendations classified into quick wins and long-term goals for each touchpoint.
Future Mind’s customer experience analysis has allowed our Client to improve their understanding of what their customers need and expect from the company’s services.
We provided MOYA with a precise assessment of their services’ strong and weak points. This in turn allowed the Client to implement both a short-term and a long-term strategy for their B2B services.
During the course of this project, we discovered clear differences between the needs of MOYA’s end customers. Our insights enabled MOYA to improve and personalize their digital services to better suit the needs of their business customers.
We are grateful to MOYA for their trust, and we look forward to continued collaboration with the Client as they keep working on enhancing their services even further.