Customer Journey Mapping Helps Gas South Deliver Amazing Customer Experience

The Client

Gas South is a leading natural gas provider, with customers in Georgia and Florida. The company’s customer-first approach is emphasized by their Hometown Value promise — to always provide great rates, outstanding local customer service, and strong support for the communities they serve.

The Challenge

Gas South highly values the role of customer experience in their overall strategy. With a deregulated and increasingly competitive marketplace driving the need to differentiate the company from other gas marketers, they launched a 2020 plan they call the “Journey to Amazing.” Its goal is to center their business on the customer. Knowing that being customer-first goes hand-in-hand with employee engagement, Gas South tapped Strong-Bridge to lead employee engagement workshops that would dig deep into employees’ interactions with customers, solicit employee ideas for creating a better customer experience, and energize employees around the 2020 customer experience vision and strategy.

As Strong-Bridge commenced the Discovery phase, we quickly saw an opportunity to incorporate customer experience journey mapping into these employee engagement sessions. This would effectively achieve their goal of employee engagement while also creating a vital tool to visualize the customer experience on the path to “Amazing.”

The Solution

At the beginning of our engagement, we conducted an experience assessment, interviewing critical stakeholders and working together to construct the highest levels of the Gas South customer journey, from awareness to transaction and beyond. With that foundational work complete, we developed an agenda and assets for the workshops.

We proposed five work sessions to be held at an offsite location. The venue was selected for its position away from the company’s headquarters, giving employees a safe place to talk objectively about challenges and internal blockers. It was also a creatively designed space that made participants feel excited to jump in and contribute. Our workshop sessions were thoughtfully designed to guide employees through different levels of the journey map, each requiring them to employ their customer knowledge and experience.

Each session was composed of a cross-functional group of employees, including representatives from the care center, sales, billing, finance, and marketing. To kick off each session, we walked employees through one “topic of the day” selected by our client. One such topic was “Products and Services.” After a few introductory exercises, we facilitated ideation and prototyping sessions, tasking employees to call on their creative side and use sticky notes to flesh out the customer journey map. To keep people engaged in a full day of collaboration, we mixed it up —  incorporating hands-on work, group exercises, and video content that helped to keep the energy level high.

After all the workshops were completed successfully, we synthesized the journey map into print and digital formats and presented our findings along with a robust and prioritized roadmap to the client. This included five experience improvements they could implement quickly to move the needle on their overall customer experience immediately.

The Impact

Our work with Gas South was foundational to the company’s Journey to Amazing vision. The workshops and resulting deliverables not only armed them with a customer journey and roadmap to guide efforts, but it also gave them highly energized and engaged employees behind the effort.

“The Strong–Bridge team was able to very quickly engage with our Leadership and employee teams and hit the ground running. From our initial meetings, they were extremely engaging, focused, strategic- and fun! The work they delivered was top notch – strategic yet detailed, and it was clear they had very quickly gotten to know our business.  The employee engagement sessions, journey map and CX roadmap deliverables will be foundational to our efforts to create an amazing customer experience.” — Manon Brochu, General Manager & Vice President