Waters wanted to empower employees with user personas that illustrated customer needs, preferences, and expectations across all touchpoints, channels, and devices.
Working with Genpact, Waters used qualitative and quantitative user research combined with Cora Journey360 to design intelligent customer journeys and profiles.
Based on data from interviews, surveys, meetings, user forums, and usability-testing sessions, the team created more than 25 comprehensive and actionable personas for use across the business. From lab technicians, to scientists, lab managers, and directors, Waters employees could find insights on their customers’ goals, preferences, stresses, and objectives all in one place.
“Genpact has helped us to deliver products and services that truly address the needs of different users. The support and advice from the team has been outstanding." says Nancy Anderson-Semple, CX/UX consultant at Waters. “Just as Waters looks to differentiate based on exceptional customer experiences, so too does Genpact."
With Genpact’s support, Waters began to use Cora Journey360 for customer journey maps, which provide a detailed visualization of the experience customers have as they interact with the company through a process, system, or service. These maps help Waters identify customer pain points and align stakeholders across some of the most pivotal experiences. The insight gained enables teams to correct issues and prevent them from happening again.
Waters furthered its experience-led transformation with a significant investment in a state-of-the-art Experience Design Center. The center takes usability testing and experience innovation to the next level. With continuous testing based on persona scenarios and customer journeys, the center brings together teams from hardware, software, chemistry, global markets, services, and digital design to improve the entire product lifecycle.
With testing capabilities and observation rooms for anonymized user feedback, the center enables Waters to better understand users and map out future-state experiences. Even though its center is in the US, Waters employees across the globe can connect remotely so that everyone has a holistic view of customer needs and can contribute to the process.