Insights

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  • Building a Digital Vision for Customer Experience

    16 July 2017
    North Highland, Member Firm (US and UK)

    Client Situation
    The client, a leading passenger rail provider, wanted to understand how its customers interacted with its digital channels—including website, mobile website, and mobile application—throughout the customer journey.

    With about 60% of its sales through digital channels (including those through third-party retailers), and the most common customer complaints relating to online booking issues, the client sought to generate higher customer satisfaction and conversion by optimizing its proprietary digital channel assets.

    The client engaged North Highland to design an end-to-end digital customer experience (CX) that would differentiate it from competitors, and help address any current customer issues that stood as obstacles to conversion or customer satisfaction.

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