Goulburn Valley Water

Goulburn Valley Water is an Australian water service company located in Shepperton, Victoria that attends 60,000 clients from a population of 128,000 people. It reaches 54 towns that are connected to 37 water supply systems and 26 wastewater management facilities.

In the last few years, the company started a digital transformation project to modernize its offering and become more relevant to final users. Despite that they had some trainers who helped them with the customer journey mapping, they were struggling with having the team understand what it actually meant and how to do it properly.

After some recommendations, Goulburn Valley decided to come to Tom and Conscious Agency but the challenges were not short. Thomas W. Green, the co-founder of Conscious Agency, explains: “Both the timescales and the budget were limited. The training had to be delivered in quite a short time and due to the historic lack of expertise with previous trainers, the client didn’t want to schedule anything more than a half-day training”.

At that point, half-day training would not do any justice to the required customer journey mapping. Fitting what is usually a 3-day workshop in a half-day training is not an easy task.

The FunnelLogic™ methodology

These are the services through the FunnelLogic Methodology executed for Goulburn Valley Water:

Human-Centered Design and Journey Mapping
Growth Mindset for Board Directors
Growth Training

Thomas and the Conscious Agency team started to work right away. (They applied their FunnelLogic™ to approach the process in both a formulaic and scientific manner. The FunnelLogic methodology utilizes marketing and sales funnel which incorporates a growth engine, please simply explain what a funnel is and what the growth engine is, for example, a funnel describes a customer’s journey with you. From initial stages to purchasing and beyond. Otherwise can be known as growth hacking funnel.

However, Conscious Agency managed to collate all their expertise around it and distil it down into the key points that could be delivered in a 4-hour training.

“We taught the principles of J2BD (Jobs To Be Done) framework, human-centred design principles, user journey mapping techniques and insight into the customer journey experience”, adds Thomas W Green.

The Outcome

During the training, participants were able to learn different ways to do their jobs. They could find new approaches to the things they had been doing so far that can be applied to their daily tasks. The customer journey mapping resulted especially interesting because they learnt new ways to make the best out of it.

The training was very successful. Participants were satisfied with both the organization of the course and the development of Tom, who was the facilitator. They found the experience interesting and they felt engaged enough to start using some of the learnings at their workplaces.

Besides being very well sequenced, the training resulted relevant because there was a good balance between theory and application allowing participants to see different ways to apply the outputs at their jobs.