Z energy assignment
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The document discusses the challenges and opportunities in improving customer experiences at fuel stations, particularly through understanding consumer pain points and leveraging technology. It emphasizes the need for seamless customer journeys, enhanced loyalty programs, and personalized offerings to increase satisfaction and brand loyalty among key demographics, particularly Generation X and Millennials. Proposed solutions include a mobile app that integrates refueling, shopping, and dining into a streamlined process, enhancing convenience and consumer engagement.
Z energy assignment
- 1. LIFE IN THE ‘SMART’ LANE By Rohan deSouza
- 2. DEFINING THE PROBLEM What are we trying to solve?
- 3. Why? Customers find going to a fuel station a necessary evil. There’s little pleasure associated with it. They would gladly avoid it given a chance. They have little loyalty to a brand, cost is the prime differentiator for most consumers.
- 4. What? What can we do to improve the customer’s experience to make them WANT to visit? What can we do to make them choose us over our competitors?
- 5. How? Delve into the actual experience of a refuelling stop and map out the journey to understand the pain points along the way Empathise with our customers, understand their lives and feel their pain points to see where we can fit into their lives
- 6. How will this benefit the company? • Create and associate delightful customer experiences with the brand Z • Improve revenue by increasing customer loyalty in an industry that is notoriously brand fickle • Make Z be seen as the pioneers in the field of World class consumer experiences • Gather analytics through big data to create predictive analysis of customer trends for deeper personalisation • Leverage the success of this solution and synergise into other verticals and product launches
- 7. THE USER EXPERIENCE Empathising with our customers and their life experiences
- 8. Gary get-it-done Goals: I aim to spend as little time as possible in a fuel station as I have others things to get done I don’t have the time to hunt around for discount coupons. I would like to pick up all my provisions to save time but I don’t like paying twice once at a fuel terminal and once in store. As I’m always in a hurry I wish there was a quick bite I could grab when I’m thereGary is 44 years old. He’s married with two kids aged 9 and 7. He lives in the North shore and is the principal of a local primary school Percentage of customer base Weekly spend Income 19% $140K Gary Emma Emily $30 $90 $150 Time poor, safe, impatient, habitual Frustrations: I love it when my discount is automatic, just like my electricity company does it Satisfaction: Favourite Apps Facebook NZ Herald Whatsapp Evernote To do list
- 9. Emma tread-lightly Emma is 47 years old. She’s married with three kids aged 11, 9 and 7. She lives in Onehunga and works full time as a nurse Percentage of customer base Weekly spend Income 20% $75K Gary Emma Emily $30 $90 $150 Reserved, cautious, planned and wary Goals: I balance the monthly budget to make sure everyone in the family has what they need and the money stretches. I look for the best fuel discount deals and other deals on GrabOne that will save me money There are barely any good discounts anymore. I would like to shop in store while refuelling but there aren’t many options in store Frustrations: When there is money left over from my monthly budget I spend it on a little indulgences for the kids in store at my fuel station Satisfaction: Favourite Apps Facebook Amazon FB Messenger Budget+ TradeMe
- 10. Emily cool-as Emily is 19 years old. She’s unmarried and is studying and working part time in a Cafe. She lives in Pakuranga Percentage of customer base Weekly spend Income $30K Gary Emma Emily $30 $90 $150 Easy going, relaxed and optimistic Goals: I’m very aware of the latest fuel prices. I try to fill fuel on a day when the price is at it’s lowest. I get my Dad to pay for my fuel but it’s inconvenient to get his EFTPOS card off him every time I need to go to pick up fuel Frustrations: I enjoy a cuppa whenever I visit the fuel station. They make the best Coffee ever. I feel great when I know I have saved money by redeeming the discount coupon at a store Satisfaction: Favourite Apps Snapchat Instagram Facebook ASOS
- 11. Pain points summary • Cost of fuel is the biggest influencer across most persona types • Discount coupons are valuable but make for cumbersome experiences • Like the convenience of refuelling, shopping and grabbing a bite all in one trip • Filling fuel for younger family members
- 12. Customer journey analysis Payment Low fuel Pump Leaves Actions Emotion Time Touchpoints Activity In store Starts the payment transaction but a confusing question throws him off and he begins again Store keeper scans the essentials he picked up and scans the card Gary discovers he’s low on fuel. He fumbles for his discount voucher that he saved in his wallet and searches on Google maps for the closest pump that he knows will accept the discount voucher Gary is stressed, he could end up being late to work but doesn’t want to end up getting stranded Gary realises he’s lost a fair bit of time now since having to get in a queue on a busy day Gary is pleased at being able to save using the discount voucher but the instructions at the Eftpos terminal confuse him at a very busy period Gary would have avoided going in store as the disconnected journey and paying again in-store makes it seem harder than it really is Gary missed the opportunity to pick up coffee but realises it would lose him more time and get a few drivers queuing behind him riled up Gary is glad to get out of there and back on his way. It wasn’t an enjoyable experience and he’s glad he’s back on the road Finds his way using the GPS to the closest pump that accepts his voucher. He’s a little delayed as there is a queue of cars before him. Finally gets an empty terminal, swipes the card for $20 and begins refuelling, scans the discount code to get his discount. Is confused by the options that made him start the transaction again Remembers that he has to pick up some provisions for dinner so rushes into the store to pick them up before he leaves Picks up essentials, but skips the coffee because a queue of cars has begun to grow behind his car Rushes back to the car with his provisions and drives off Gary get-it-done A typical customer journey through a refuelling exercise is fragmented and filled with frustration
- 13. OPPORTUNITY SIZE Evaluating the opportunity size
- 14. Target demographic TARGET MARKET SIZE PERCENTAGE Gen X / Millennial 1.8 M 40% Gen Z 883 K 20% Baby Boomers 523 K 11% • Our target demographics are Generation X and Millennials. They are our biggest demographics, very technology savvy and easier to reach with well defined consumer habits • Gen Z will be ready to drive next year and this will be a demographic to look out for
- 15. Refuelling habits* Most customers visit once a week which gives us consumer habits that we can leverage off *Not accurate, for demonstration purposes only
- 16. MONTHLY REVENUE* Fuel Instore Introduction of payment at a terminal *Not accurate, for demonstration purposes only Introduction of the payment at the fuel pump resulted in drastic drop of in store purchasing dropped as most potential shoppers paid at the pump and left without needing to come in store
- 17. OUR OPTIONS What can we leverage to create a delightful experience for our customers
- 18. Triaging our options • How do others solve this problem? • What are the costs involved? • How many customers would use the value adds once rolled this out? • How long with this solution be useful? • What is this worth to us? • What will be the impact of building this solution?
- 19. What are the best available options to leverage that will solve pain points and create delight Technology Staff Shopping Services
- 20. Technology STRENGTHS WEAKNESS OPPORTUNITIES THREATS Relatively cheap and easy to scale to large volumes of customers Ideas are easy to copy Add more value by bolting on more services Hackers Great value for lower costs Maintenance and upgrades required to keep solution up to date and running Data gathered is extremely valuable to build data on consumer habits Server instability
- 21. Staff STRENGTHS WEAKNESS OPPORTUNITIES THREATS Creates a personalised level of service Very costly Can be useful to transfer to other services Churn No loyalty, this is seen as a stepping stone to other careers Training
- 22. Shopping STRENGTHS WEAKNESS OPPORTUNITIES THREATS One stop for everything provides great convenience Split journey between purchasing at the pump and in store Expansion of product lines to provide additional selling opportunities Dairies, local malls and supermarket chains
- 23. Services STRENGTHS WEAKNESS OPPORTUNITIES THREATS Synergy across services like Fuel, air, car cleaning, car washing Costly to maintain More services can be introduced to create greater value at a pit stop Hardware breakdown
- 24. THE SOLUTION Technology as a mobile app is perfectly suited to target the pain points
- 25. An optimal customer journey Drive thruFuel Low fuel Pump Leaves Actions Emotion Time Touchpoints Activity The pump beacon auto detects his location at the terminal and dispenses fuel for the amount selected App Gary gets prompted that his discount now avails him of a free car wash and free coffee next time. It gives a level up to a high customer that gives him a lot more access to privileges that others don’t get. He shows up on a leaderboard for superior fuel savings App Displays a map of the closest location to the pump. Prompts him with a fuel amount based on his purchashing habits along with provisions he may need based on his demographics. It also prompts him for a lunch order along with his usual coffee order as it was getting close to lunch time. App The app sends a notification to Gary with a low fuel warning for the next week. It’s estimated Gary’s usage habits based on location data it has collected through the app The drive through attendant hands Gary his provisions, his lunch order and coffee and thanks him for visiting Z Gary gets a message on his Z app suggesting that he will have potentially low fuel for the week ahead with a suggestion that now will be the best time to fill it Gary is pleased to be reminded about when to fill his car. He feels like he’s got a virtual secretary that looks after him Gary is ecstatic that he can get his fuel, provisions and his lunch too at the same time and marvels at the convenience Gary is pleased he never had to get out of his car on a cold winter day. He checks the Z app and is excited at all the cool benefits he gets being a priviledged Z member Gary has been through this exerience before but he still can’t get over the novely and how awesome the experience is. Is ecstatic to get so many delightful surprises for simply doing what he always does, swears to never go anywhere else Opens the app that shows him the map to the closest Z pump. Prompts him for provisions he last purchased along with options for a snack and coffee Parks to a filling terminal and an attendant prompty begins filling his car. He never needed to even get out. The attendant also cleans his windows and suggests that his air may need filling the next time he’s there Gary drives to the Drive through tells them he’s Gary and collects his provisions, his lunch order and his favourite coffee Gary’s now back on the road as the app thanks him for shopping at Z and updates him on the money he saved through the priviledged member discount, the loyalty points he earned and the freebies he’s entitled to Gary get-it-done
- 26. Pain points - Features USER PAIN POINTS PERCENTAGE OF CUSTOMER BASE IMPORTANCE LEVEL (1-10) FEATURES Discontinuous journey of pump and in store 100% 9 Frictionless payments Adding family members to an account 27% 5 Family members feature In store purchases 46% 8 Convenience shopping Discount 100% 9 Automated discounts Loyalty and gamification 100% 7 Loyalty privileges WOF and Rego reminders 100% 4 Reminders Fuel consumption - Personalisation 100% 7 Fuel efficiency Social 46% 5 Leaderboard Punch cards 100% 7 Services punch card
- 27. Feature priority mapping Frictionless payments Loyalty Automated discounts Fuel consumption IMPACT ESTIMATE Convenience shopping Family members account WOF - Rego Reminders Leaderboard Punch cards • Impact mapping allows us to get a glimpse of what features of prioritise based on impact toward our final goal and the estimate in terms of development and journey complexity
- 28. MoSCoW prioritisation MUST HAVE SHOULD HAVE COULD HAVE WON’T HAVE Frictionless payment Convenience shopping Loyalty Automated discounts Fuel consumption Reminders Leaderboard Family members account Punch cards Moscow prioritisation gives us a relatively well defined list
- 29. THE CONSTRUCTION Constructing a highly engaging mobile app based on our feature roadmap
- 30. Mindmap An exploration of our features and entities
- 31. Architecture Pump Pick up App Server Updates the app with loyalty and discounts applied Places fuel order, provisions and coffee At pump terminal, the Customer ID is passed to the beacon Returns from the server the type and amount of fuel to be dispensed drives to pick up area Sends the order at the drive through to prepare order along with ETA of driver to POS Staff updates POS when order is picked up 13 2 4 5 7 8 Confirms order and returns closest pump location, drives to pump App at pump 6 Pings server with Customer ID
- 32. The user experience • Should be a seamless journey that blends into existing consumer habits • Contextual, UI shows up at the relevant time to minimise tap interactions as drivers are usually on the move • Drive engagement by displaying tangible benefits towards completion of goals like fuel completion, discounts and loyalty points • Remove friction and leverage familiar behaviour
- 33. ONBOARDING JOURNEY Fuel type Amount 91 95 $20 $40 Fill Profile name Silver member 10c Car wash Sign up Select fuel type ProfileLocation Enable location Yes NoScan credit card Credit card High friction points
- 34. REFUELING JOURNEY Refuel? Yes Refuel Directions Pick up Pick up your items from the Drive thru Directions At the pump Refuel complete Upsell Coffee Lunch Thank you for picking up your order Your discount was applied and your total is now $29.37 Acknowledgement Discount
- 35. FEATURES Fuel reports Services SocialLoyalty Silver member Fuel usage Gold member discounts $20c a litre Car wash Car clean Rohan Emma Gary Emily Leaderboard
- 36. User interface • Large interface elements i.e buttons, most users will be on the move while using this, the interface needs to be designed to minimise touch errors • The design should create a strong association with NZ, it’s clean green image to create this association of what Z is doing to make a difference • Colors of our branding to reinforce the Z brand • Images are associated with fun, enjoyable experiences • Clean, minimal simple non intrusive, progressive display of more features within each context
- 37. User interface
- 38. THE SUMMARY A summary of the journey from problem definition to solution
- 39. Summary • A well defined problem leads to optimal solutions • Prioritisation allows us to define what features will deliver maximum impact towards our intended goal • Consumer trends are guidelines to leverage off towards building products that fits perfectly into existing consumer habits • Pain points and emotional triggers should guide best practices for on boarding and engagement • Celebrate and partake in the delight that our customers share!
- 40. THANK YOU!