In a world with an abundance of brands and options, Rapha knew that product differentiation was getting tougher and customer experience would become the main differentiator in their space, above everything else. By placing an emphasis on the customer experience even over the product itself, Rapha knew that it would become a brand with lifetime value ingrained in its message and culture. They wanted to create an experience that would keep their customers coming back for more by building long-lasting relationships with them.
Rapha’s previous ways of working were clunky. Essentially, they attempted to “sticky tape” various customer inquiries together across channels. Rather than spending time and resources trying to get these different systems to work together, Rapha wanted to find one system that could do it all. They wanted to implement a structure that could flow as one, allowing them to create efficient processes that would benefit their customers at the same time.