A Global Coffeehouse Chain had set ambitious sustainability commitments on carbon, waste and water which demanded buy-in and action at all levels of the organization. A pivotal mechanism for accelerating progress against commitments is in stores, particularly empowering employees and customers to be agents for sustainable change.
They faced challenges with embedding sustainability transformations consistently across their stores, leading to disparities in customer and employee experiences. They needed to find effective ways to change behaviors and form new, sustainable habits, with clear communication and engagement strategies to bridge the gap between current practices and sustainability goals.
The Chain partnered with Clarasys to help answer, “How do we design a sustainable in-store experience that is enabled by and adds value to employee experience, and also creates opportunity for customers to play their role?”.
As such, Clarasys set out to answer four key research questions:
- What is the expected employee and customer experience and its associated sustainability potential?
- To what extent is the expected employee and customer experience delivered, and why is it at that level?
- How can we bridge the intention-action gap?
- Where are the opportunities for improvement in the employee and customer experience that would accelerate progress on sustainability goals?
- Conducting in-store observations, interviews, and surveys.
- Analysing data to identify pain points and opportunities.
- Leveraging service design expertise and AI-powered topic and sentiment analysis.
- Insight into current employee and customer experience across their respective sustainability journeys.
- A holistic understanding of the opportunities to enhance the sustainability of the Chain’s service design by optimising in-store behaviors and experience.
- A view of the potential barriers to implementation and implications for people, process and technology.
- An approach for gathering further insight for developing and testing solutions.
