Create a more Engaging Customer Experience.

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Customer Experience (CX) is the customer's overall impression of your brand as they deal with your products and services over time. It is an impression formed by interactions at every touchpoint in the customer journey. It begins with awareness, through the purchasing decision to the sales process, and after-sales. Every experience and customer service interaction influences the overall customer experience.

Great customer experience is associated with increased revenue, customer satisfaction, loyalty and positive word of mouth recommendations to other potential customers. However, recent research showed that only around 40% of companies obtain customer ratings of 'good' or 'excellent. Other research points to a the fact that management often massively over-estimate how positive customer perceptions are.

If you are lucky, excellence in some areas can create a halo effect such that customers will be prepared to forgive deficiencies in other areas. If you are unlucky, one problem can damage your entire brand. Research shows that around a third of customers will leave a brand after just one poor experience,

We can help you to:

• Gain insight into customer perceptions and understand customer needs through the systematic collection of customer feedback (e.g. surveys, real-time data gathering and focus groups). We investigate the effect of motivation, personality, decision making style and demographics.
• Using similar methods it is also important to listen to employee feedback. Employees at the coal-face usually have great insight into how well things are working out. Improving the customer experience will make their lives easier, improving their job satisfaction, loyalty and productivity.
• Measure customer perceptions e.g. customer satisfaction, net promoter, customer effort and time to resolution scores.
• Use data analytics, if appropriate, machine learning to make sense of a deluge of data.
• Shape the customer experience as a result of feedback. Listening requires action. We can help you design processes that make it easier for customers to deal with you, to reduce the effort they have to expend. We can help build a positive emotional connection (e.g. warmth, pleasant surprise, gratitude versus disappointment, frustration or anger). That can mean reducing long waiting times, increasing the number of resolved issues, making it easier to speak to a human being. As psychologists we are adept at carrying out trials in order to establish the best way to achieve the results you want.
• Evaluate return on investment e.g. examining the cost effectiveness of interventions versus reduction in churn, cost of sales, extent of recommendation, revenue generation etc.