The Challenge Joy Systems is the nation’s leading provider of refurbished computers and tablets. Its focus on consistent quality, affordable prices, and top-notch customer service has allowed Joy Systems to become the highest grossing partner of the Microsoft Authorized Refurbisher program in the world. While much of the company’s strategy has been innovative and forward-thinking, its former digital presence and reputation failed to reflect this potential. The first priority was to give Joy Systems’ website a fresh facelift; once complete, Lauren then worked to bring new life to the brand’s online reputation across several platforms.
Her Role
Customer Experience (CX) and Customer Communication Strategy
- Spearheaded the Customer Experience (CX) and Customer Communication strategy development project
- Created a Customer Journey Map detailing their pathway from them browsing on a reseller website to purchasing/unboxing their orders at home. This helped the leadership better understand their customer base and identify points of friction that cause negative experiences.
- Led the Test Order Analysis to gather information that can inform the customer journey mapping process. This study was conducted by ordering Joy Systems' products and analyzing the experience as a customer.
- Improved the CX funnel by addressing the points of friction, while identifying ways to convert existing customers into repeat customers (i.e. updated all communication materials to be on-brand and consolidated the information to make it easier for the customers to digest, created a 'starter-kit' that enables a seamless computer set-up experience for customers, etc.).
- Optimized the customer lifecycle by creating and implementing an exceptional outbound communication strategy to drive customer satisfaction and relationship development over time.
- Created a Customer Journey Map detailing their pathway from them browsing on a reseller website to purchasing/unboxing their orders at home. This helped the leadership better understand their customer base and identify points of friction that cause negative experiences.
- Led the Test Order Analysis to gather information that can inform the customer journey mapping process. This study was conducted by ordering Joy Systems' products and analyzing the experience as a customer.
- Improved the CX funnel by addressing the points of friction, while identifying ways to convert existing customers into repeat customers (i.e. updated all communication materials to be on-brand and consolidated the information to make it easier for the customers to digest, created a 'starter-kit' that enables a seamless computer set-up experience for customers, etc.).
- Optimized the customer lifecycle by creating and implementing an exceptional outbound communication strategy to drive customer satisfaction and relationship development over time.
Online Reputation Management
- Surveyed the company's existing online presence and search engine behavior, and identified areas that needed to be prioritized for damage control.
- Strategized ways to encourage more customers to leave online reviews by redesigning the external communication strategy.
- Monitored and managed online information (both good and bad) by actively engaging with the customers. This gave a lot of insight into how the customers felt about their experience buying from Joy Systems.
- Tracked KPIs on a weekly basis and led meetings with senior management.
- Strategized ways to encourage more customers to leave online reviews by redesigning the external communication strategy.
- Monitored and managed online information (both good and bad) by actively engaging with the customers. This gave a lot of insight into how the customers felt about their experience buying from Joy Systems.
- Tracked KPIs on a weekly basis and led meetings with senior management.
The Results A consistent reputation was built across all web-based channels and platforms, including Google Reviews, Yelp, BBB, Reseller Ratings, and other review platforms. At the beginning of the project, Joy Systems ranked at an average of 1-star across all platforms, but they now rank at the top of its industry, averaging 4+ stars across all channels.
