Start with the Customer Experience and work back to people and processes

Monitoring customer satisfaction or customer effort scores about your  touchpoints (shop, branch, call center, …) or about specific customer journey (e.g. onboarding new customers). The collected data are reported and analyzed in actionable dashboards.

Giving feedback is not restricted to a service touchpoint or journey. Any interaction, product or communication medium can be tagged with a QR-code to get you the feedback that you want from your customers.

Give your customer satisfaction measures a complementary boost by adding mystery visits or mystery calls to the menu. With the right scenario and checklist in place, this type of observational research can give a more objective appraisal of your service quality.

This is qualitative and/or quantitative research that is aimed to finding out why customers cancel contracts or leave your company. Simultaneously, we also try to find out if and how we can win back these ex-customers.

While transactional surveys study customer satisfaction at particular touchpoints or survey on a continuous basis, a relationship takes a broader perspective and studies the satisfaction, NPS and/or loyalty of a representative sample of your total customer base, at least once per year. To use a metaphor: a relationship survey is a photograph of your total customer base, a transactional feedback system is a video reel of the daily experience of your customers. In the EX domain, we can set up employee engagement surveys and complementary qualitative research.

whereas transactional and relationship surveys will provide you with the big data of CX, you may need qualitative research to understand the small data. A good example are qualitative studies aimed to map out customer needs and expectations, must-haves and nice-to-haves, delight factors and frustrations. Reported to you full of nuances and detail, in line with the complexity of human behavior.