Session notes: Not Your Ordinary Re-Brand: Design’s Path to Driving Customer Obsession at Best Buy
A meaningful, impactful rebrand
Sara opened the presentation by sharing the team’s purpose, core values, and capabilities. The Best Buy Experience Team falls within the Customer Office, which sits at the same level as Technology, Marketing, and Finance. Their goal is to lead a relentless focus on creating incredible experiences for customers and employees, from the storefront to c-suite.
- Be human: put people before all else
- Make it real: bring the extraordinary into the everyday
- Thinking about tomorrow: account for what comes next, it makes all the difference.
This philosophy resonated company-wide, all the way up to Best Buy’s CEO, Corie Barry, who stated…”we’ve gotten very cleary on our purpose…to enrich’s people’s lives with technology…it is about what our customers really need and want in order to make their lives better.”
Driving cultural transformation
Jamie then delved into how this rebrand around customer obsession translated into cultural transformation. The organization went from Transaction-Focused to Customer Aware to Customer Obsessed. What did this entail? A change in mindset and behavior.
The Customer Experience AND Employee Experience
Cultural transformation also entails revamping employee experience. Many aspects make up a User Experience Culture – the Best Buy Experience team began by focusing on Vision and Enablement.
Vision
- A “Why” for Change
- Leaders of Change
- Setting the Vision
Enablement
- Education, Skills, and Tools
- Reinforce Behaviors
- Measure and Track Metrics