JiffyLube
Accelerating Customer Engagement to Drive Growth
Project Background
Jiffy Lube, the largest system of franchised service centers in the quick lube industry, was embarking on a multi-year digital transformation to drive incremental revenue across the network. This digital transformation included changes to business process as well as a new technology stack that fully integrated the core back-end architecture with the front-end user experience across the entire customer journey.
This $20M reimagined service project, redesigned the consumer experience and integrated the franchisees' siloed front and back office systems.
The Problem
The current Point-of-Sale system resembles a "Frankenstein" version of Salesforce, lacking integration and efficiency. The disjointed system prevents JiffyLube corporate from gaining valuable insights into productivity, revenue, and marketing strategies across all stores. Consequently, targeted marketing efforts are impossible to execute effectively, as there is no visibility into their impact. Additionally, the lack of a holistic view across different locations hinder customer understanding and cross-selling opportunities.
The current customer-facing interaction yields inadequate quotes, failing to meet customer expectations. They had an urgent need for a comprehensive solution that seamlessly integrates POS, marketing communications, customer data, and inventory management, akin to the sophistication of platforms like Amazon, enabling targeted communication and improved customer engagement.
Role
Service Design Lead
Client
JiffyLube
Year
2022
Provided Expertise
Ethnographic Research
CX Strategy
UX Design
Rapid Prototyping
The Challenge
Develop an integrated cloud-based solution encompassing a Salesforce-powered point of sale system for franchisee transactions, a robust marketing platform enabling JiffyLube Corporate and franchisee owners to engage consumers with tailored communications and promotions while measuring campaign performance, an omnichannel interface for seamless customer interaction, and a centralized cloud portal facilitating communication between JiffyLube and franchisee owners for streamlined day-to-day operational reporting.
The Process
Research & Discover
Ethnographic Research
Process Mapping
Workflow Analysis
Current State Journey Mapping
Pain Point Identification
Persona Creation
Ideation
Brainstorming Solutions
Opportunity Identification
Developing a Future State
Prototyping
Key Findings
Scheduling
No self-services options for scheduling.
List of services did not include accurate pricing for the desired location.
Uninformed customer service representative.
Lack of insight into wait time and duration of service.
Onsite Service
Onsite, employees seemed apathetic and disengaged. They were not interested in my needs, or the lack of knowledge I had about what to do and when.
There was no leading the customer through the process and telling them what to do, or what was going to happen.
No one showed me, or told me, what was actually completed.
Didn’t show me which tire was put where after they were taken off.
No additional information about any type of follow-up, or when they might need it again.
Checkout
Service techs were clearly working with outdated technology.
Cashier commented and apologized about how slow their systems were.
Asked to collect my basic information, but told me not to if I didn’t feel like it.
After payment was complete, I was given a printed receipt and overview of services, with no digital record available to me.
THE FUTURE STATE
Strategic Vision Map
Digital experiences drive new revenue and differentiation. With over 24 million customers annually there is millions of dollars in new revenue potential for JiffyLube by differentiating itself in the digital space for its existing customer base.
