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Do you know what your customers really need?


Getting a fresh perspective and challenging the status quo can align departments and move businesses forward – as ACCA discovered when they teamed up with Newt.

The Association of Chartered Certified Accountants (ACCA) is the global body for professional accountants, supporting 668,000 members and students across their careers. They operate in 178 countries, offering business relevant qualifications and helping people secure rewarding careers in accountancy, finance and management.

The Challenge

ACCA wanted to lay the foundations to move to a more customer-centric and agile culture. To do this, they needed to consolidate and align departments to develop an end-to-end customer experience model and a joined-up approach to Service Design. This meant challenging the status quo to uncover exactly what customers need at each stage of their journey.

“Newt challenged our thinking to focus on what really is the customer need at each phase of the journey – it changed my perspective.  Having objective, external, expert input was invaluable to enable us to move forward and learn from best practice.”

Our Thinking

Working with stakeholders across global markets including the UK, China, India and Malaysia, we initiated a 12-week rapid co-design project. This was based on our unique and proven Newt Customer Experience Framework.

Through interactive workshops involving seven diverse departments, including Strategy, Customer Services, Customer Experience and Digital, we investigated and analysed customer and business needs. Our goal was to focus and unify the business, moving it forwards to a customer-centric model.

In addition to the workshops, we spread the word across the company using eye-catching large-scale journey maps in prominent locations to create a buzz and build interest.

Business Outcomes

The project was a huge success. For the first time, ACCA has a single shared model for the end-to-end customer experience for their four most important customer groups – students, members, employers, and learning providers.

This was achieved through:

  • Identification of 200 customer needs across 16 phases and 43 steps based on existing insights
  • Creation of persona templates that captured key behavioural customer characteristics. So all future propositions can be designed with the customer in mind
  • Documentation of six experience principles – the unique tenets that all future customer propositions need to meet to deliver great CX
  • Unified focus, consensus and full buy-in from across the organisation. This enables all departments to work together towards a single customer-centred model

The project proved the value of a customer centred approach to defining propositions and paved the way for further investment in subsequent phases of work.

“Newt’s process from start to finish was professional, rigorous and engaging, I would highlight in particular their attention to detail … which was exceptional.”
Jen Macpherson, Senior UX Designer – Web & Digital

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