It takes true grit to evolve when customers’ expectations change faster than your industry. Claudia Schaefer, Caliber’s Chief Experience Officer, knew Caliber would have to transform their experience to stay competitive. Our goal was to uncover opportunities to improve the entire driver journey and turn those opportunities into a cohesive vision of the future.
The Other Tomorrows team started with contextual qualitative research. We stepped into drivers’ homes to understand their relationship with vehicle ownership, maintenance, and repairs. Our team also traveled to Caliber centers and interviewed, shadowed, and worked alongside teammates.
Caliber and Other Tomorrows have an ongoing partnership that started three years ago. We work together through all phases of CX and EX efforts—from planning and research through to detailed design and execution for customer and teammate solutions.
-Caliber General Manager
Historically, the automotive industry does not have a reputation for being transparent with customers. Caliber knows building trust is critical within their industry—it is part of their mission.
The Other Tomorrows team took an anecdote from customer research and turned it into a persona that guided the work. Our team referred to this trusted source as “Uncle Jimmy,” a trusted confidant for car maintenance and repairs.
Accidents are relatively rare events in people’s lives, occurring on average only once every 18 years. That means drivers are often in a chaotic situation with little understanding of what to do next. To address this, our team centered the experience around guiding the customer through the process.
Based on our insights, Other Tomorrows envisioned new service experiences for drivers and teammates. Then, our team connected them together with detailed service blueprints. This vision inspires trust by making complex processes simple for Caliber.
Working together, Other Tomorrows and Caliber have translated the ideal state vision into detailed process maps and feature requirements. We back-casted the ideal state to identify short-term wins and are currently executing on elements of the vision. Early projections show the work will achieve a strong return on investment in cost savings and increased customer satisfaction.
Laura Susana Tort Ayala