Building a framework for customer focus

We partnered with Sensis, the largest marketing company for small businesses in Australia, to turn around their customer service function.

Sketches of a phone 'alert' screen, end of month report, and 'goals'

Mapping an organisational vision

Over 10 weeks, we synthesised existing research reports, conducted stakeholder and staff interviews across the organisation, and ran a series of rapid design sprints with different departments.

We built a coherent ‘2020 vision’ for new products and services to fill gaps in the customer experience.

A framework for innovation

We developed a strategic framework to align customer needs with business units and goals. By mapping existing Sensis projects, we demonstrated how the framework could be used to plan and assess new initiatives.

Using the strategic framework, we helped Sensis establish new team roles – with KPIs geared towards customer service, an innovation lab with suggested service prototypes, and evaluation metrics.

Sensis used this ‘2020 vision’ framework to establish an ongoing innovation program, to rapidly test new ways of working with customers.


  • Created organisational coherence through new service and sales roles, teams and processes that are better aligned.

  • Our research led to the onshoring of the customer service team, dramatically improving the customer experience.

  • An ongoing innovation program enables continual improvement.

  • A framework for ongoing assessment will keep Sensis on track beyond the initial intervention.


If you're interested in working with us, just get in touch.

Call: +61 (03) 9112 0514


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Melbourne (HQ)

Level 3
2 Russell Street
VIC, 3000


Level 3
17-21 University Avenue
ACT, 2600

Paper Giant acknowledges the Wurundjeri and Boonwurrung people of the Kulin nation, and the Ngunnawal people as the Traditional Owners of the lands on which our offices are located, and the Traditional Owners of Country on which we meet and work throughout Australia. We recognise that sovereignty over the land has never been ceded, and pay our respects to Elders past, present and emerging.