In the battle for the hearts and minds of your customers, the experience you provide on the journey from Awareness to Ownership has long been as important to commercial success as the brand itself.
You may be a bricks and mortar retailer, an airline, a utilities company or an online Financial Services organisation.
Whatever your sector and channel(s) of distribution, if the experience delivered by your brand at each touch point doesn’t reflect the needs, expectations and behaviours of your customers – as well as the benchmarks set by your competitors - it is very possible that the result will be brand rejection.
However, configuring a market-leading customer or user experience (UX) at every touch point is expensive.
That’s why it is important is to know when and where it is sufficient to provide an experience that is simply ‘good enough’ and where your brand can gain real competitive advantage by investing more to deliver one that truly delights.
Before we even look at your touch points we study your customers - to ensure we understand their environment, needs and drivers. We also identify their category and brand references (customer segmentation) - and the expectations these create.
Only then will we map the experience currently being delivered by your brand (customer journey mapping) and identify the barriers responsible for reducing levels of customer acquisition, retention or satisfaction.
Optionally, we’ll also quantify these, before working with you to identify a range of possible solutions for each one.
At that point, we can take those solutions back in to research to identify those that are ‘good enough’ and – where appropriate – those that will really delight.
We use a wide range of customer experience research methodologies, including:
Self-ethnography using mobile or wearables
Online experience audits
However, experience optimisation isn’t just about identifying and addressing the issues.
More than any other form of research project, it also requires impactful communication of findings and best practice back in to the organisation – particularly for those working on the front line with customers.
That is why we work with professional editors, to turn experience footage in to compelling stories for stakeholder teams to work with.