Synopsis
Introduction
IKEA's vision is to "create a better everyday life for the many people" and as with many organisations, becoming more customer centric throughout the organisation has been a priority in recent years.
This meant understanding how to best deliver an experience that meets the changing consumer expectations within the industry including the ever growing need for an omni-channel retail environment.
Taking IKEA's knowledge of the consumer journey steps as a foundation for customer centricity they needed to uncover how best to measure IKEA's (as well as competitors') performance against these steps.
The business agreed to run a Proof...