We examine perceived and actual experiences to create opportunity.
Our goal is simple: create a strong return on investment by 1) clearly identifying elements of the experience that customers value; and 2) demonstrating how those elements work together to create opportunity.
We work to integrate data sets, improve data quality and break through performance plateaus by providing actionable customer satisfaction, customer experience, and mystery shopping data. From a single reporting web site, we show you a complete picture of the brand experience from both the customer’s perspective and the organization’s.
The relationship between customer experience programs and customer satisfaction programs isn’t complex, but it is critical to identifying actionable results. Managers often fail to take action, or back the wrong initiatives because of incomplete data. To better understand the relationship, read about Holistic Customer Experience ManagementSM
The Customer Lens
Customers generally view their experiences in much less detailed terms than organizations. Time restrictions aside, customers are generally unable or unwilling to provide accurate and reliable operational feedback. Most customers take a broad view of the entire experience, remembering only those 2-3 key elements that define the experience for them.
- Was the employee helpful?
- Did the experience meet or exceed your expectations?
This type of data is best gathered by customer satisfaction surveys. Whether implemented online, via integrated voice response (IVR), or in-person, customer satisfaction research indicates what matters most to your patrons.
The Organizational Lens
Organizations generally view the customer experience in complex procedural ways. Rather than evaluate “the experience” as a whole, organizations tend to take apart the experience to evaluate components that align to operational objectives. Was the customer greeting within 60 seconds? Did the employee offer alternative or add-on products? These are important questions about the customer experience that can be answered by a well-designed mystery shopping program.
Customer Loyalty
Both the organizational and customer lenses provide insight that informs the customer experience. That experience ultimately determines customer loyalty. While there are many approaches to examining the link between the experience and loyalty—from single measure approaches like Net Promoter Score to holistic approaches like Brand AuthenticitySM—there is almost universal agreement that the customer experience correlates positively to bottom line growth.
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