In the battle for the hearts and minds of your customers, the experience provided on the customer's 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 customer 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 market-leading customer (CX) or user experience (UX) at every touch point is expensive.
That’s why it is important 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.
How our customer experience research can help
Before we even look at your customer touch points we study your customers - to ensure we understand their environment, needs and drivers. We also identify their category and brand references - and the expectations these create. Your business is reliant on your customers, there can be nothing more important than understanding how they are making their decisions. We will identify different groups within your customer base so that we can then build a detailed picture of how your current customer experience strategy influences consumer decisions across categories.
Only after customer segmentation analysis will we map the experience currently being delivered by your brand and identify the barriers responsible for reducing levels of customer acquisition, retention or satisfaction.
Optionally, we’ll also quantify these barriers, 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 our CX research to identify those touchpoints 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, customer 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 from the customer experience consultant in to the procurring organisation – particularly for those working on the front line with customers to ensure that any strategy translates into improved customer satisfaction.
That is why we work with professional editors, to turn experience footage in to compelling stories for stakeholder teams to work with.