Voice of the customer ✦

Listening to the customer unlocks growth

To deliver great CX it’s crucial to listen to customer needs, expectations and experiences with your brand along their journeys, across all channels and touchpoints. Capturing this CX feedback in one place enables you to prioritise the initiatives that are going to have the biggest impact, whether that’s in terms of driving increased loyalty, operational efficiencies and commercial success.

Empower colleagues across your entire organisation by putting CX insight in their hands to place the customer at the heart of everything they do.

Our approach

We design, build and manage tailored Voice of the Customer and brand tracking programmes. We support with the creation and continued evolution of all programme elements.

We establish a deep understanding of your business and its requirements ahead of guiding you through the key stages to build an effective CX programme:

  • Systems integrations to engage with your customers where they are

  • The best methods to capture feedback across journeys

  • Which measurements enable you to understand what matters to customers

  • Automated reporting and analytics dashboards

  • AI integration & text & sentiment analytics

  • Brining in secondary data to complement customer feedback

  • Closed loop feedback & alerting tools

  • Consulting and designing CX strategy and initiatives using feedback

Our framework for CX success

We have a 6-step process to designing, implementing and managing ongoing customer feedback management programmes. This foundation ensures the successful design and launch of your CX programme. Continuous success is achieved by focus not only on the immediate requirements, but also how your programme will evolve.

1 / 6

Design & Build

Audit

We take time to understand your objectives, ways of working, systems and processes, and what can be learnt from existing data and historic approaches.

2 / 6

Design & Build

Design

We co-create the tools to measure and report performance, tailored to your business objectives and customer.

3 / 6

Design & Build

Gather

We build and pilot integrations, survey methods and dashboards to ensure a smooth start, with the right support in place to maintain successful delivery.

4 / 6

Share & Act

Analyse

We put the relevant CX data in the hands of your colleagues, from high level performance to granular analysis, identifying where to prioritise improvement efforts.

5 / 6

Share & Act

Act

Listen, learn & leverage. Closed loop feedback tools to follow up directly with customers to fix problems and identify root causes.

6 / 6

Share & Act

Evolve

Ongoing review and refinement, evolving tools and strategies as your business develops.

Our CX toolkit

Survey Methods & Data Integration

Listening to and understanding customers wherever they are is critical to driving customer experience improvement.

We help you capture feedback across all channels, journeys and touchpoints in the moment and enhance this with data from other sources - whether internal or from third parties - to provide a holistic view.

Our Services

Survey Methods & Data Integration

We are method neutral and enable feedback capture across a range of methods.

We consider the channels, touchpoints and journeys, systems, customer databases and contact preferences, as well as how data will be used, when making recommendations.

Email surveys

Website & app intercepts

SMS

IVR

Instant messenger (e.g. WhatsApp)

Embedded in live chat

And we integrate additional data to enhance and contextualise customer feedback. Internal sources including commercial and operational data, complaints and chat logs, external sources such as public reviews, and intelligence from our proprietary research provide rich insights to support the design and prioritisation of CX transformation initiatives.

CX Metrics

There are many different metrics used to measure customer experience but there isn't a one size fits all approach.

From Net Promoter Score (NPS), to Customer Satisfaction (CSAT), Customer Effort Score (CES) to our own CX Principles, we guide you through the options to design an approach that works for you and your customers.

Our Services

CX Metrics

When it comes to Voice of the Customer programmes, one of the key questions is always which metric is most important. Is it NPS, CSAT, Effort or something else?

Our response is always the same: it depends on the objectives you are working towards and the customer experiences being measured. There is no one size fits all approach. It’s also not an either/or scenario. Multiple measures can be incorporated to support different needs.

To help organisations understand where to focus and prioritise efforts, we developed our CX Principles framework, which covers the 5 key elements that make up outstanding experience: Personalisation, Effort, Integrity, Empathy and Resolution.

The emphasis on these 5 CX Principles varies by sector and type of interaction and provides the foundation for evaluating customer experience performance.

Dashboards

We build tailored real-time reporting dashboards that bring your CX data together in a single source of truth.
Role-based reporting ensures the right colleagues across your business have access to the information they need to take action and drive CX improvements day in, day out.

Our Services

Dashboards

The dashboards we build are designed to be a seamless part of your operating rhythm. Key dashboard features to enable you to understand and interrogate customer experience feedback include:

KPI results & trends

Performance league tables for root cause analysis, training & development

Automated text & sentiment analytics

Key driver analysis & predictive modelling

Cross-tabs & raw data for custom on-demand analysis

Closed loop feedback & alerting

Individual customer response level data

Alignment with your organisational structure & hierarchy

Granular drill-down via filters, data roll-ups, customer meta data & survey feedback

Holistic reporting & data integration from multiple sources

Analytics

Advanced analytics are vital in the design and prioritisation of customer experience transformation strategies.

We use a range of analytics and modelling techniques to uncover what matters most to customers and predict impact so you can confidently progress tactical and strategic initiatives that drive business growth.

Our Services

Analytics

Our Consulting team supports with translating customer feedback into action.

We distil complex data and analytics into clear stories aligned with your business objectives and value. We identify where to focus and prioritise CX initiatives, outlining the impact they will have on CX and how they deliver ROI.

Through the use of advanced analytics, including multivariate analysis, predictive modelling, commercial and ROI calculation, customer journey management, segmentation, text analytics and more, we help you to understand where to focus efforts to have the biggest impact for customers and your business.

Text Analytics

We use advanced automated text analytics with powerful AI building blocks at its core.

We enable you to understand the nuances in unstructured customer feedback from any source and identify what is having the biggest impact on customer experience to drive action where it matters most.

Our Services

Text Analytics

Text analytics provides automated, in-the-moment analysis of customer feedback and comments from any sources, extracting insights that give you an instant understanding of what customers are saying and which topics matter most.

We combine AI and human intelligence to align best in class text analytics capabilities with your business objectives and strategic initiatives in a tailored way that drives maximum impact.

Sentiment analysis identifies the emotions of customers, showing how positive, negative, or neutral they are, with a full overview of what they feel and what is making them happy or unhappy.

Impact analysis shows the impact each topic has on your KPIs, identifying exactly how much each topic drives your customer experience up and down, making it easy to prioritise the initiatives to focus on.

Closing the Loop

Our closed loop feedback framework provides colleagues across your business with immediate visibility of feedback.

Our model enables you to instantly respond to and fix customer issues at an individual level, as well as identifying systemic issues through root cause analysis of recurring problems.

Our Services

Closing the Loop

Listen. Customer feedback and comments are analysed to detect issues and pain-points to automatically send alerts to the relevant teams when customers require support. Our closed loop feedback system enables you to re-contact customers, resolve issues, log feedback and outcomes, and escalate cases when further support is needed.

Learn. Service recovery activity is aggregated to highlight best practice and identify the root causes of customer issues, so you can proactively tackle problem areas and improve products, services and processes.

Leverage. Sharing best working practice across the business, engaging in discussions and crowd-sourcing ideas and solutions, and creating Performance Improvement Plans supports ongoing CX improvements and operational efficiencies.

Evolution

We know that CX is a journey and are here to support you every step of the way, whether you are embarking on your first Voice of the Customer programme or enhancing and evolving a mature CX programme.

We support with ongoing review and refinement, evolving CX tools and strategies as your business changes and grows.

Our Services

Evolution

Whether it’s across insight and consulting, technology, operations or day to day project management, we are always on-hand to advise, support, and deliver.

Our expert teams guide you through the implementation and into the ongoing smooth-running of your CX programme, always with an eye on the future to make sure your programme evolves over time.

With ongoing product and service design enhancement, ever-shifting customer needs and expectations, and with the emergence of AI and new technologies, we support you in maximising the possibilities and ensuring your Voice of the Customer programme remains best in class.