Do you know what customers actually experience and what to improve?

Struggling with any of these challenges?

  • NPS is NOT telling you the whole story about your customers’ experience and their true loyalty
  • Unsure where to direct attention for improvement initiatives
  • Despite having CX metrics, but you don’t know WHY customers feel this way?
  • Customers are not satisfied and the volume of complaints managed at the Customer Service desk is high

What we do

Listening to your customers

Keep a close check on your customers’ experience at critical touchpoints in the service delivery. Our methods to measure and track performance are based on customers’ STORIES, because experience is often better expressed in words, than ratings. The stories are converted into data clusters to identify important areas for 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. Customers 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 your customers’ voices to life.

The Consumer Psychology Lab measures and tracks 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).

We developed a bespoke platform for managing the feedback, including a Close-the-Loop process.  However, we design the content of the discussions according to our client’s business.

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

Why are customer stories so 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 human 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 brand’s agenda around metrics – an outside-in approach. Therefore, understanding how all interactions impact customers, from their perspective.

63% of consumers said companies need to get better at listening to their feedback.

Qualtrix 2022-Global-Consumer-Trends-Report

How we do this

Our preferred approach to customer experience measurement is qualitative for designing 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, and so on.  We are also able to manage customer feedback in more structured (quantitative) ways through online surveys.

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

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

Our experienced team of CX researchers are trained and skilled in the art of listening (active listening), empathy, probing, remaining neutral, unpacking stories and understanding the impact it may have on the relationship with the brand.

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

What you get

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.

  • 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 disparity between how the brand thinks it’s being perceived and what customers are actually voicing to the world. You can only know with real data.
  • It 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 empower you to adjust marketing spend over all channels and will also signal training gaps in inadequate staff performance.