Currys - The Ryan Family
Currys - The Ryan Family
Problem
The commercial leadership team at Currys, the UK’s leading electronics retailer, were struggling to connect the dots regarding the value that Salesforce could bring with creating an omnichannel retail experience. It seemed complex, confusing and hard to explain in human terms and outcomes.
Our goal was help the Currys exec team both understand and champion, across the busines, the value of an omnichannel approach to retail with Salesforce.
Problem
The commercial leadership team at Currys, the UK’s leading electronics retailer, were struggling to connect the dots regarding the value that Salesforce could bring with creating an omnichannel retail experience. It seemed complex, confusing and hard to explain in human terms and outcomes.
Our goal was help the Currys exec team both understand and champion, across the busines, the value of an omnichannel approach to retail with Salesforce.
Role
Creative Strategy Lead
Creative Director
Design and Demo Build Coordination
Solution Design
UX/UI Review
Design Thinking Facilitator
Role
Creative Strategy Lead
Creative Director
Design and Demo Build Coordination
Solution Design
UX/UI Review
Design Thinking Facilitator
Solution
After multiple customer co-creation sessions I led in the creation of the ‘Ryan Family’ - an art-of-the-possible metaphor for providing exceptional, unique CX across any channel.
Innovation within this story ranged from personalisation, gamification and connected commerce to data-driven guided selling and colleague onboarding and empowerment. Each family member had a different need for products and services, and interacted differently with brands but would still experience seamlessly connected journeys through a Salesforce technology-enabled omnichannel approach.
This simple, human-story approach not only allowed the Currys exec to understand the Salesforce value in terms that connected with them on a clear and emotional level but also enabled them to share these stories and value throughout their teams.
Solution
After multiple customer co-creation sessions I led in the creation of the ‘Ryan Family’ - an art-of-the-possible metaphor for providing exceptional, unique CX across any channel.
Innovation within this story ranged from personalisation, gamification and connected commerce to data-driven guided selling and colleague onboarding and empowerment. Each family member had a different need for products and services, and interacted differently with brands but would still experience seamlessly connected journeys through a Salesforce technology-enabled omnichannel approach.
This simple, human-story approach not only allowed the Currys exec to understand the Salesforce value in terms that connected with them on a clear and emotional level but also enabled them to share these stories and value throughout their teams.
Execution
While the Ryan Family concept was originally conceived for the omnichannel engagement, their stories have so continued to live on long past this across multiple workstreams including B2B, CDP, Services, Loyalty, Contact Center and Slack.
Used as the key selling tool, the creative assets produced (from prototypes, microsites and decks to videos and demos) have helped consistently and impressively bring the Currys and Salesforce partnership to life, keeping the relationship by always exciting and inspiring the Currys teams.
Execution
While the Ryan Family concept was originally conceived for the omnichannel engagement, their stories have so continued to live on long past this across multiple workstreams including B2B, CDP, Services, Loyalty, Contact Center and Slack.
Used as the key selling tool, the creative assets produced (from prototypes, microsites and decks to videos and demos) have helped consistently and impressively bring the Currys and Salesforce partnership to life, keeping the relationship by always exciting and inspiring the Currys teams.
The Outcome
The Salesforce digital transformation entirely transformed how Currys customers engage with the brand and resulted in some incredible commercial outcomes.
After a successful implementation, the Currys executive team were invited to be the Keynote presentation at the FY23 London World Tour with much of the language and vision stemming from the Ryan family narratives we have co-created throughout the years.
Read about the successful partnership here
These engagements led to over $100m in new contract value for Salesforce in the following 3 years - including the largest UK deal close in FY21.