Reimagining Customer Engagement – Creating Experian’s Customer Innovation Experience
Delivering innovation for a legacy brand
Despite being ranked among Forbes’ top 100 most innovative companies, Experian faced an enduring challenge with the persistence of outdated perceptions of its brand as a traditional credit bureau. This stalemate was compounded by a fragmented portfolio of over 400 siloed products which continued to be marketed as individual point solutions.
Experian needed to reposition itself in the minds of its customers – showcasing the full breadth of its capabilities, demonstrating customer-centric innovation, and clearly communicating the strategic value of its data-driven solutions across the full financial lifecycle.
Mapping the moments that matter – placing the customer at the heart of the experience
Experian commissioned the creation of a Customer Innovation Experience (the CIE) – on the 34th floor of London’s iconic Heron Tower. With the Centre identified as the catalyst to shift customer perception, they brought JPC in to help deliver their vision.
As Experian’s strategic transformation partner, JPC reimagined the entire customer journey, from pre-visit onboarding to post-visit engagement. Our approach integrated space planning, immersive content and intelligent experience design.
- An app-based, personalised content journey
- Dynamic physical zones built to challenge the ‘business as usual’ mindset
- A 360° experiential zone allowing customers to see their end-consumers’ world
- Collaboration labs enabling real-time problem solving with Experian’s data science team.
In parallel, JPC distilled Experian’s 400+ disparate offerings into unified, customer-centric propositions. These were translated into engaging, simplified sales demonstrations – including ‘day in the life’ journeys or DILOs – which mapped Experian’s capabilities to real-world challenges across different sectors.
Reframing the brand, redefining the journey
The result was a game-changing, immersive environment that actively involved customers rather than presenting to them. Every touchpoint was crafted to transform perceptions – from passive presentations to active collaboration. The CIE became a powerful tool for Experian’s sales teams, significantly improving their ability to communicate a cohesive, end-to-end value proposition.
More than just a showcase, it became a strategic platform that demonstrated the human impact of Experian’s data and analytics – turning complexity into clarity.
Masterminded by JPC, this transformation solidified Experian’s position as an innovative partner rather than simply a data provider and redefined how their customers experience the brand.
“JPC showed us that B2B doesn’t need to be boring, standard, flat presentations and that we could create something really exciting and really immersive.“
Emma Perkins
Head of Customer Experience EMEA, Experian