DesignThinkers Academy places a strong focus on bringing back customer centricity at Randstad Group

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DesignThinkers Academy places a strong focus on bringing back customer centricity at Randstad Group A collaboration between Randstad Group and DesignThinkers Academy By Tim Schuurman and Jochem van Laren Intro

Client

Randstad has placed clients back into the spotlight by opening The Kitchen, a physical creative space where employees can experiment with various ingredients to optimize the customer experience. Collaboration with the DesignThinkers Academy led to a solid foundation for a tailor-made training program, including a toolkit, followed by a long-term strategy and coaching on the job. This article describes the recipe for this successful partnership.

Randstad is a global leader in the HR services industry. By combining the passion for people with the power of today’s intelligent machines, Randstad supports people and organizations to realize their true potential.

Article

Human-centered It was 1960 when the original founder of Randstad brought his first temporary agency worker to her new employer on the back of his bicycle; a prime example of a customer experience. Over fifty years later, Randstad has become a global player, but is facing receding margins and competition from unexpected places (such as Google for Jobs and Uber). “We should make a clearer distinction between our company and other players, which is why we started focusing on the entire customer experience for both candidates and companies,” says Jochem van Laren, Human-Centered Coach at Randstad. “An extensive research for efficiency may sometimes push the customer to the background. Design Thinking can be used to return the spotlight onto the client in a unique, company-specific way.”

client-focused approach, Randstad contacted the DesignThinkers Academy (DTA).

Collaboration is key The partnership with DTA led to the development of three elements that established a foundation for innovation in The Kitchen: 1. Activating the internal organization, by means of a launch event; 2. Developing custom tools in line with The Kitchen; 3. Training Randstad employees and facilitators in Design Thinking. Customer Journey Map

PERSONA ..........................

JOURNEY STEPS

Tim Schuurman, DesignThinkers Academy Amsterdam.

The Kitchen: a space for experiments In the exploratory stage it was Randstad’s challenge to activate major internal stakeholders. “This is why I often brought managers and other colleagues with me to inspirational meetings with companies like Rabobank and Vodafone,” Jochem explains. “Without knowing it, I was already in the first stage of the ‘Double Diamond’1 of Design Thinking.” This exploratory stage resulted in The Kitchen, a physical creative space in the head office, focused on experimenting with the various ingredients in the customer experience. The goal of The Kitchen is to stimulate a human-centered attitude, one which should enable Randstad employees to get easily in contact with their end users. To launch The Kitchen and the associated © 2019 Text and images DesignThinkers Academy

CONTEXT

EMOTIONAL STATUS

TOUCHPOINTS

OPPORTUNITY AREAS

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