We decided it was time to cut through the crap about customer and employee experience and inject some science. We have a bee in our bonnet about wanting to help companies to bring the latest behavioural science to understand human behaviour and apply this to improve the experience for people.
It starts with insight into human behaviour. But not just any insight! Science tells us that most of our decisions happen unconsciously so we need to go beyond the usual surveys to uncover unconscious behaviour. This means using tools such as biometric monitors, facial coding, ethnography, EEG and sophisticated tools to go beyond what people say to uncover what they actually do and how they feel. We then use behavioural science to design and implement solutions that improve the experience and deliver a commercial return.
So many times in business, new ideas and changes are implemented on the basis of gut feeling or a new initiative happens because of the need to be seen to be doing something in response to a problem. We aim to help organisations make improvements based on evidence.
Here’s Tim Routledge to explain a bit more…..
In a world of spin, fake news, inflated egos and BS, we – CX Lab – hope to be a breath of fresh air. We want to challenge the status quo, dare to ask the difficult questions, and encourage bold initiatives.
We’re excited because we’ve developed a brand-new suite of innovative CX research tools based on the latest learnings from neuroscience, psychology and behavioural economics. These tools uncover the psychophysiological drivers of behaviour – in both customers and employees. The tools enable us to design, test, refine and implement optimal customer experiences that deliver commercial success.
For a retailer for example, we have used biometric devices to measure customers’ real time responses to a new service model. It’s fascinating and incredibly useful for the client to be able to see how customers actually respond physically and emotionally to the store and the employees. We showed which stages of the journey were the most and least stressful, which gave the client the ability to eliminate the stress points so that customers purchase more often.
Now here’s the other Tim to tell you why we’re your best bet in an increasingly uncertain (and unscientific) world…
Born and bred in Yorkshire gives me a predisposition to say things how they are, without the need for corporate nonsense and rhetoric. (Being Yorkshire also means that I’m tight fisted, wear a flat cap and breed whippets – OK that’s not totally true).
So CX Lab is all about customer experience that delivers real commercial returns for clients without all the other nonsense that always prevails when something becomes popular. The best way to achieve this is by combining our strategic ability and wealth of experience with the evidence and rigour of science. As far as we can see this makes CX Lab pretty unique.
Understanding the real human behaviour, designing solutions, testing and implementing with meaningful measurement provides the greatest opportunity for real results. And who wouldn’t want the greatest chance of results?
To witness a very Yorkshire customer experience you should watch the video for Yorkshire Airlines. Enjoy!