Reflection 

 Project : The Ideal Roaming Customer Journey 

 Tool : Storytelling 

 Challenge 

 Our department was tasked with running a service design workshop to design an ideal roaming   experience for our customers .   Roaming occurs when customers go overseas and want to be able to   continue to use their phone services such as data , calls and text messages in another country . However ,   the general perception is that roaming is expensive and complicated to activate and use despite the   significant improvement that has been made over the years in pricing and service quality . This results in   a negative perception of roaming and discourages customers from using the services , becoming silent   roamers or seeking out alternative such as free wifi , local sim cards or turning off their phones all   together . 

 We decided to look at the roaming journey from the start to end . In other words , we took into account   how we approach customers before they decide to roam , to their actual roaming experience and finally   their coming home experience . Using that timeline as an anchor , we wanted to come up with an ideal   journey that would make roaming a seamless experience and also a viable option to more of our   customers . 

 Selection 

 To achieve this , we selected the storytelling tool as it encourages the participants to make the solution   and the messages that we want to convey simple and relatable . This is important as our message to the   customer has to be easily understood . Telling a story also requires one to apply logic towards the story   told , allowing for a clearer flow of ideas and events . 

 But most importantly the story telling process is about relating to your audience and catering it to them   so that the message you ’re trying to share or the story you ’re trying to tell remains relevant and   engaging . This is important as we wanted to create a roaming experience that is ideal from the   customer ’s perspective . Meaning the services that is provided has to be simple and intuitive to use to   the customer . Hence , understanding the customer ’s perspective is key in this designing process . 

 Application 

 For this , we gathered the subject matter experts from different departments such as marketing , prepaid   and postpaid to come together , participate and design an ideal customer journey for the roaming   experience . 

 Starting off , we had the ideation session whereby we put these participants into groups and then asked   them to put themselves in the shoes of our customers to tell a story that they would like to have when   roaming . Setting aside possible limitations and not discounting any ideas , through discussion and 

 participation , they have to come up with an ideal journey . This is important as story telling takes the   subject matter experts out from their individual silos of information and perspectives to look at the   customer experience as a whole instead of parts that they have worked on . Taking on a fresh   perspective , they then have to tell a story that they ( as a customer ) would like to experience . 

 So , we sat them down , gave them post it notes and a timeline so that they could build a story that   reflects the ideal customer journey for roaming . We looked at the points of contact that we had with a   customer , from the type of text messages that we sending , to the frequency that we contacted them all   came into consideration while building the journey .   Thinking from a customer ’s perspective ,   participants pondered what sort of information should be conveyed and at what point would   information be considered as spam instead of useful . Participants had to find the balance to educate our   customers on the services we have and to get rid of the stigma that roaming is extravagant and difficult   to use . The team wanted to create an experience that was as seamless as possible while keeping in mind   what the customer wants and how to deliver it . All these were done and then each team ended up with   a timeline of events that ideally should occur so that the customer ’s experience is seamless and   enjoyable . 

 Using storytelling allowed our participants to immerse themselves in to the role of the customer and   understand the journey that a customer experiences . With that , they then designed the journey from   the perspective of a customer to cater to their needs and allowed for customization that is in line with   what the customer wants . 

 Insight 

 Through using storytelling as a tool to take on the customer ’s perspective , which is the key audience   that we are trying to engage in a meaningful interaction , it placed the subject matter experts who were   working on different parts of the customer experience to look at the problem from a wider perspective .   The participants came to understand that communication with the customer is more than just   bombarding them with text but to give them relevant information at the right time and place . It also   allowed us to look at the messages we were sending to the customers and evaluating from a customer ’s   point of view , what sort of story we ’re trying to tell them . In other words , clear communication and   excluding unnecessary jargons is crucial for our customers to understand what we are trying to share   with them with ease . 

 This led us to understand the problem better and also design solutions that will more accurately address   the gap between the current journey and the ideal journey .   The participants had also realized that the   awareness on roaming services was lacking and the information that we were trying to convey to our   customers were not effective enough . While improving the quality of the services was an important   point , we should also not lose sight of engaging with our customers as they can only access information   and services that they know of . Thus , creating awareness on the availability of our services is as   important as what we can offer to our customers . Hence , using storytelling as a tool was the   appropriated method as it required the participants to be both the one telling the story and the one 

 listening to it . This allowed the participants to get into the shoes of our customers , to understand our   audience and then better cater our services and improvements for them . 

 Approach 

 Given that we are trying to design a better customer journey , using the storytelling tool to engage the   team into putting on a different thinking cap to understand the customer ’s perspective is appropriate .   We want to tell our customers a story that simply would excite and engage . It was important as one of   the concerns were that roaming is associated with the notion of being expensive and complicated to   use . The outcome from the session will be used as a foundation to build on better services that our   customers would like to use . 

 Often times when faced with a problem that we are trying to solve , we look at it from its individual   blocks instead of in totality . By taking the bigger picture into consideration , we look for solutions that   can more holistically address the problem as opposed to just trying to fix bits and parts of it . I think that   such this approach allows for better problem solving . The clarity on the entirety of the problem , gives   the problem solvers the advantage to look at the issue and be able to prioritize what has to be done .   Most importantly , it creates solutions that better resonates with the audience that we want to engage . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Reflection 

 Project : The Ideal Roaming Customer Journey 

 Tool : Storytelling 

 Challenge 

 Our department was tasked with running a service design workshop to design an ideal roaming   experience for our customers .   Roaming occurs when customers go overseas and want to be able to   continue to use their phone services such as data , calls and text messages in another country . However ,   the general perception is that roaming is expensive and complicated to activate and use despite the   significant improvement that has been made over the years in pricing and service quality . This results in   a negative perception of roaming and discourages customers from using the services , becoming silent   roamers or seeking out alternative such as free wifi , local sim cards or turning off their phones all   together . 

 We decided to look at the roaming journey from the start to end . In other words , we took into account   how we approach customers before they decide to roam , to their actual roaming experience and finally   their coming home experience . Using that timeline as an anchor , we wanted to come up with an ideal   journey that would make roaming a seamless experience and also a viable option to more of our   customers . 

 Selection 

 To achieve this , we selected the storytelling tool as it encourages the participants to make the solution   and the messages that we want to convey simple and relatable . This is important as our message to the   customer has to be easily understood . Telling a story also requires one to apply logic towards the story   told , allowing for a clearer flow of ideas and events . 

 But most importantly the story telling process is about relating to your audience and catering it to them   so that the message you ’re trying to share or the story you ’re trying to tell remains relevant and   engaging . This is important as we wanted to create a roaming experience that is ideal from the   customer ’s perspective . Meaning the services that is provided has to be simple and intuitive to use to   the customer . Hence , understanding the customer ’s perspective is key in this designing process . 

 Application 

 For this , we gathered the subject matter experts from different departments such as marketing , prepaid   and postpaid to come together , participate and design an ideal customer journey for the roaming   experience . 

 Starting off , we had the ideation session whereby we put these participants into groups and then asked   them to put themselves in the shoes of our customers to tell a story that they would like to have when   roaming . Setting aside possible limitations and not discounting any ideas , through discussion and 

 participation , they have to come up with an ideal journey . This is important as story telling takes the   subject matter experts out from their individual silos of information and perspectives to look at the   customer experience as a whole instead of parts that they have worked on . Taking on a fresh   perspective , they then have to tell a story that they ( as a customer ) would like to experience . 

 So , we sat them down , gave them post it notes and a timeline so that they could build a story that   reflects the ideal customer journey for roaming . We looked at the points of contact that we had with a   customer , from the type of text messages that we sending , to the frequency that we contacted them all   came into consideration while building the journey .   Thinking from a customer ’s perspective ,   participants pondered what sort of information should be conveyed and at what point would   information be considered as spam instead of useful . Participants had to find the balance to educate our   customers on the services we have and to get rid of the stigma that roaming is extravagant and difficult   to use . The team wanted to create an experience that was as seamless as possible while keeping in mind   what the customer wants and how to deliver it . All these were done and then each team ended up with   a timeline of events that ideally should occur so that the customer ’s experience is seamless and   enjoyable . 

 Using storytelling allowed our participants to immerse themselves in to the role of the customer and   understand the journey that a customer experiences . With that , they then designed the journey from   the perspective of a customer to cater to their needs and allowed for customization that is in line with   what the customer wants . 

 Insight 

 Through using storytelling as a tool to take on the customer ’s perspective , which is the key audience   that we are trying to engage in a meaningful interaction , it placed the subject matter experts who were   working on different parts of the customer experience to look at the problem from a wider perspective .   The participants came to understand that communication with the customer is more than just   bombarding them with text but to give them relevant information at the right time and place . It also   allowed us to look at the messages we were sending to the customers and evaluating from a customer ’s   point of view , what sort of story we ’re trying to tell them . In other words , clear communication and   excluding unnecessary jargons is crucial for our customers to understand what we are trying to share   with them with ease . 

 This led us to understand the problem better and also design solutions that will more accurately address   the gap between the current journey and the ideal journey .   The participants had also realized that the   awareness on roaming services was lacking and the information that we were trying to convey to our   customers were not effective enough . While improving the quality of the services was an important   point , we should also not lose sight of engaging with our customers as they can only access information   and services that they know of . Thus , creating awareness on the availability of our services is as   important as what we can offer to our customers . Hence , using storytelling as a tool was the   appropriated method as it required the participants to be both the one telling the story and the one 

 listening to it . This allowed the participants to get into the shoes of our customers , to understand our   audience and then better cater our services and improvements for them . 

 Approach 

 Given that we are trying to design a better customer journey , using the storytelling tool to engage the   team into putting on a different thinking cap to understand the customer ’s perspective is appropriate .   We want to tell our customers a story that simply would excite and engage . It was important as one of   the concerns were that roaming is associated with the notion of being expensive and complicated to   use . The outcome from the session will be used as a foundation to build on better services that our   customers would like to use . 

 Often times when faced with a problem that we are trying to solve , we look at it from its individual   blocks instead of in totality . By taking the bigger picture into consideration , we look for solutions that   can more holistically address the problem as opposed to just trying to fix bits and parts of it . I think that   such this approach allows for better problem solving . The clarity on the entirety of the problem , gives   the problem solvers the advantage to look at the issue and be able to prioritize what has to be done .   Most importantly , it creates solutions that better resonates with the audience that we want to engage .
### Output: 