From Digital Assessment to Enhanced Customer Journeys

The YMCA of the North embarked on a comprehensive digital transformation to better serve their community in the Minneapolis-St. Paul area. Faced with the challenges of outdated tools and fragmented data systems, they sought to create a unified customer experience by mapping customer journeys from a high-level meta view down to individual interactions.

The YMCA’s existing digital and customer engagement tools were disjointed, creating significant challenges in providing a seamless and personalized experience for their members. The lack of integration between systems led to inefficiencies, data silos, and a fragmented view of customer interactions, making it difficult for staff to effectively engage and serve their members.

Our team provided strategic consulting services to help the YMCA assess and enhance their digital capabilities. Key actions included:

• Customer Experience Mapping: We conducted extensive interviews and workshops with YMCA staff and stakeholders to map out customer journeys at both the meta and individual levels. This allowed us to identify key touchpoints and areas for improvement in the customer experience.
• Digital Capabilities Assessment: We assessed the current digital tools and systems, identifying gaps and inefficiencies that hindered the YMCA’s ability to deliver a unified customer experience. This included a gap-closure analysis to prioritize areas needing improvement.
• CRM Platform Assessment: We recommended a CRM platform that could consolidate the YMCA’s fragmented systems, providing a single source of truth and enabling a 360-degree view of customer interactions. This platform was designed to support the YMCA’s long-term goals of enhancing user experience, improving data governance, and enabling seamless integration across all customer-facing channels.

 

The Result

• Unified Customer Experience: Successfully created a roadmap for implementing a CRM platform that would unify the YMCA’s customer data, providing a seamless experience for members across all programs and services.
• Improved Engagement: By mapping out customer journeys and identifying key areas for improvement, the YMCA is now better equipped to engage members at critical touchpoints, leading to increased member satisfaction and retention.
• Strategic Digital Roadmap: Delivered a comprehensive digital transformation roadmap that aligned with the YMCA’s strategic goals, setting the stage for ongoing improvements in customer experience and operational efficiency.
• Data-Driven Decision Making: Enabled the YMCA to move towards a modern data platform that supports data-driven decision-making, allowing for more targeted and effective engagement strategies.