Despite its rich heritage and product excellence, Bang & Olufsen faced a challenge familiar to many legacy brands: inconsistent service delivery across regions, a lack of shared service standards, and fragmented frontline training. While the brand’s physical environments embodied sophistication, the service experience behind the counter lacked cohesion, impacting loyalty, perception, and cross-market scalability. The company needed to reimagine its global retail experience, not just with guidelines, but with tools, rituals, and culture that scaled from flagship stores to partner outlets.
We led a holistic redesign of Bang & Olufsen’s service experience, grounded in deep research and co-creation. We began by mapping the service journey from the customer’s perspective—identifying emotional peaks and pain points across touchpoints, from in-store interactions to post-purchase follow-ups. We translated these insights into a global Service Promise Framework that defined what excellence should look, sound, and feel like at every step of the journey.
To activate this across the retail network, we developed a suite of service design tools and elevated training modules. At the heart of this was BEOCADemy, a new digital learning platform tailored to upskill frontline teams through immersive, brand-rich microlearning. Visual storytelling, behavior modeling, and scenario-based tasks helped embed the brand’s service values into daily practice. From tone of voice and interaction pacing to environment cues and resolution rituals, every detail was crafted to deliver consistency with character—anchoring the luxury promise in human experience.