I helped the RetailNL division in their transition from a fragmented, product-centric approach to a unified, customer-centric organization. With a clear strategy, framework, and journey way of working, I enabled cross-functional teams to improve the customer experience (CX) across the end-to-end lifecycle. This transformation achieved significant business outcomes, including a 20% boost in employee efficiency, a 30% increase in data-driven decision-making, a 15% rise in customer satisfaction (CSAT), and a 25% increase in upsell and cross-sell opportunities.

Rabobank's RetailNL division, which offers services ranging from mortgages to fraud detection, had been focused on digitizing its services in response to rising customer expectations. However, siloed teams and inconsistent tools and methods resulted in a fragmented and inefficient customer experience. With no clear ownership of customer journeys, the bank struggled to align internal efforts with the customer-centric vision needed to stand out from competitors.

Upon joining, I noticed several critical issues:

Teams used different definitions, methods, and tools for customer experience.

There was no clear ownership of customer journeys, nor a centralized repository.

Pressure was mounting to map and improve end-to-end (E2E) journeys, but knowledge gaps persisted across the organization.

The challenge was to create a unified CX approach that would break down silos, empower teams, and provide a customer-centric roadmap that aligned with Rabobank’s strategic goals.

Unified 150+ product managers, marketers, and designers around a single CX approach, breaking down silos and fostering a culture of customer-centricity.

 

Integrated a journey framework and governance structure for managing 150+ customer journeys, aligning 20+ product teams with all journeys, customer insights, solutions and metrics.

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​Established TheyDo as an official tool and dashboard for journey management that ensures continuous CX improvement across all teams, used for ongoing performance monitoring by 40+ product managers and designers weekly. 

The tool got adopted by the Board of Directors to support the transformation.

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Developed a governance structure of roles and responsibilities necessary, and with guidelines on how these roles should communicate and collaborate to improve CX.

Defined a CX strategy with 4 desired CX principles with measurable drivers, functioning as tangible guidelines for employees, so they know how to contribute to the CX strategy.

In this transformation, I collaborated closely with a Business Change Manager and Design Strategist from Rabobank. Together, we were responsible for aligning the organization around our CX efforts. 

In this project, I served multiple roles over a timespan of a year fulltime:

CX Strategist: I initiated the CX strategy, roadmap, journey framework, and governance structures, and developed them in collaboration.

Lead Service Designer: I orchestrated the entire design process, facilitated workshops from scoping to implementation, coached journey owners and  created most tools and templates.

TheyDo Expert: I set up the platform, trained teams, and developed onboarding materials, ensuring consistent usage across the organization.

Judith Sasburg | Chapter Lead Design: "You are a quick, creative thinker and a clear communicator. You demonstrated this in our meetings by ensuring understanding, and taking actionable steps, resulting in concrete outcomes like playbooks. Your ability to 'get shit done' is admirable. You also showed agility when needed, while staying true to what's important."

Sander Viegers | Head of Design: "Floor played a pivotal role in defining and implementing journey management practices. With a blend of sharp analytical abilities, unwavering conviction, and an effective communication style, Floor fearlessly addressed critical issues, leading to tangible results."

Rosanne Voets | Business Strategist: "What I value most about our collaboration is your ability to seamlessly switch between strategic thinking and hands-on coaching. Your expertise in CX is cutting edge. You have a rare ability to understand stakeholder needs and adjusting plans accordingly while staying focused on our goals."

Check out my full portfolio to see the approach of this project. https://www.floorvangent.com/rabobank (pw: floorvangent)