Alberto Imberti
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User-Centered Assistance in Fiera Milano
Outcome
My team (Bip) approached this challenge by gaining a thorough understanding of the context. Through a series of interviews with Fiera's assistance teams and clients (organizers, exhibitors, and stand fitters), we identified the operational pain points and roadblocks in service delivery. We also sought to understand the customers' expectations, needs, and areas for improvement in terms of their experience. Building on these key insights, we organized workshops with a cross-functional team from Fiera Milano to validate existing processes and brainstorm potential evolutions.
In the back office, we studied successful case studies from other industries and proposed several possible evolutionary scenarios, outlining their impacts on the existing processes. In total, we mapped out 20 processes and developed 5 evolutionary scenarios.
Fiera Milano aimed to evolve its customer care processes with a user-centered approach, introducing new ideas and services to enhance the experience of its customers, including organizers, exhibitors, and stand fitters, throughout the various phases of trade fairs. The primary objective was to explore new organizational scenarios to streamline the work of assistance teams and ensure a novel service experience. The focus was on transforming and optimizing the customer experience, offering innovative solutions and heightened attention to their needs during trade fair events.
