Cowell Auto Group
An Auto Dealership’s Desire to Innovate
After 50 years in business and a fresh new visual rebrand, the highly successful Cowell Auto Group wasn’t asleep at the wheel. They wanted to create a more innovative culture and customer experience, so they called Dossier to help.
How Might We... Create an Innovation Process?
With the goal of galvanizing Cowell Auto Group’s executive team around the idea of “how might we create an innovation process” we first provided a full day innovation workshop to introduce the senior team to divergent thinking methods, human-centered problem solving and collaborative skills.
Introducing a Practice of Innovation
Our next goal was to help embed an innovation practise into the organizational culture. Starting again with the executive team, we collaborated to envision, build and visualize an appropriate innovation model prototype. We then led a 2-day retreat workshop to rally the executive and management teams to drive the organization’s business forward through innovative customer experiences.
Discovering People’s Experiences, Emotional Drivers and Needs
Providing ongoing coaching and oversight of their customized “Process Upshift” we developed ethnographic tools to help Cowell learn more about their customers —their habits, preferences and behaviour—around their vehicle-buying experience. We combined digital apps with traditional journaling to peek into customers’ thoughts and feelings at critical moments in the car-buying process.
The Roadmap to Shifting Customer Experience to a Higher Gear
From the research and insight-driven ideas we developed a customer journey map – a critical tool for understanding customer needs and wants, while informing key areas of focus in a strategic roadmap.
Learning, framing needs, ideating, testing or making ideas into reality is not a quick process, but the Cowell team has enthusiastically embraced the innovation challenge by engaging their teams and improving customer service experience.
