Enhancing sales agents’ role in customer experience

I’ve been working with my team to answer a french railway operator’s challenge.

Customers and workers experiences’ expectations have dramatically increased whether it be when they travel, rent a space or experiment new services. They adopt new « experience standards » in their everyday lives. Moreover, competition in the travel space is increasing. Hence, the company is constantly adapting its organisation, services and offers to adapt to these evolutions.

In that context my team and I worked during 5 months to redefine sales agents’ role & place within the customer journey. We also designed with some agents their future responsibilities.

How do we ensure each client coming to the ticket office has a and delightful experience?


Illustrate sales agents’ future role and lived experience through insights and practical use cases.


We adopted a human-centered approach based on 2 main steps:

  1. Look for opportunities: we observed sales agents’ day to day work and interviewed them to understand their daily challenges. We then made sense of our data, developed and prioritized insights to identify opportunities.
  2. Look for solutions: we organized an ideation workshop with the sales agents to look for adapted solutions to their identifies challenges.
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Methodology used during engagement

We always kept in mind the two goals of our work:

  • Create value for clients and a better customer experience
  • (Re)create sales agents’ engagement


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Sale’s agent future role

We identified projects immediately actionable to improve both client and sales agents experiences.

We also developed new ways to consider client experience in sales area. We proposed new roles and mission for sales agents – i.e.  them becoming travel advisors.

For our evolution propositions to have higher impact we illustrated 3 usages scenarios. Each scenario is complementary and focus on sales agents in different situations.

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Illustration of the future sale’s agent experience

In the end, our propositions were accepted and implemented one by one.