Measure & Track CX

Keep a close check on your customers’ experience at critical touch points in the service delivery. Our methods to measure and track performance are based in customers’ stories, because experience is often better expressed in words, than ratings. The stories are converted into data clusters to identify important areas improvement.  An online dashboard provides real-time access to data, performance and tracking. A “close the loop” mechanism provides the opportunity to address feedback immediately.

Our seasoned interviewers are able to guide customers to reveal their true experiences within safe conversations. Cusyomers have the opportunity to share their experience in their own words, knowing that any concerns or feedback will be addressed.

Though we are clearly in the experience generation, few companies have been able to use CX as a competitive advantage. This is because the customer is still not at the heart of strategic decision-making. Our approach to experience measurement, brings customers’ voices to life.

What we do

The Consumer Psychology Lab measures your customers’ experience  This is done through considering customer’s stories about the interaction (narrative), within the broader context of the situation, to understand the impact it had for the customer.

Our CX equation: Customer story + context = experience impact (measure) 

“80% of companies say they deliver ‘superior’ customer service; however, 8% of people think these same companies deliver ‘superior’ customer service.”  – Bain & Co.

Why it is important

When customers articulate their experience in their own words, they feel heard. They share their stories according to what is important and top of mind for them, and not lead by pre-empted responses. People are different, and are driven by different internal triggers, and consequently respond differently. Through skilful probing, the impact of their brand interaction can be unpacked, by understanding the context.

Our approach brings back the humanity into business, by listening with compassion (empathy) and care. True customer-centricity in business strategy, means focusing on what the customer wants to say and not the brands agenda around metrics – an outside-in approach. Therefore, understanding how all interactions impact on customers, from their perspective.

Customers’ experience are powerful indicators of loyalty, emotional connection with the brand and the propensity to forgiveness. Harvesting customers’ stories provides context to improvement, innovation and recognition.

  • After crafting your Customer Experience strategy, you now need to ensure that your implementation is going smoothly.
  • Keeping a close eye on both customers’ and employee’s experience, is essential for identifying the key drivers to success and failure.
  • There may be a risky disparity between how the brand think they are being perceived and what customers are voicing to the world. You can only know with real data.
  • Helps to ensure that everyone KNOWS how close or far you are to achieving your objectives.
  • Measurement and tracking provide opportunities for innovation.
  • It also provides an opportunity to identify where employees display exceptional passion in their service delivery, which is an ideal framework for rewards and recognition programmes.
  • It provides an opportunity to close the loop by addressing issues raised immediately
  • By highlighting trends in service failures, training and innovation gaps can be identified.
  • Customer Experience measurements empowers you to adjust marketing spend over all channels and will also signal training gaps in inadequate staff performance.

How we do this

  • We use a qualitative approach to design Voice of the Customer & Voice of the Employee programmes. We customise the experience measures so that the programme is suitable for the client’s context. 

    We use a variety of methods to facilitate the experience feedback from customers or employees, such as interviews, discussion groups, facilitated workshops, mystery shopping, immersions, etc.  

    Our focus is always on the conversation, building trust and confidence and providing a neutral space for sharing experiences with very experienced interviewers (psychologists) 

    • Voice of the Customer & Voice of the Employee
    • Customizable qualitative Experience measure and tracking methods
    • Facilitated workshops
    • Interviews by seasoned psychologists
    • Surveys (quantitative studies – CATI on online surveys)
    • Focus group
    • Mystery shopping

What you get

The insights from our conversations with customers contextualise their experience, what drives it and how it impacts on the relationship with the brand.

  • Accurate measurements with online access to data, performance and tracking.
  • A service recovery (closing the loop) channel to inform CRM initiatives, and to stay abreast of experiences that require real-time attention.
  • The power to transform your customers’ experience into insights and actionable opportunities for improvement.
  • Framework for augmenting your rewards and recognition programmes.