CX Lab Tests
Our CX Lab Tests use a combination of innovative research techniques to truly understand your customer experience and the factors that influence your customers’ decision-making and purchasing.
Our tests cover the full timeline of the customer and employee experience:
Actual real-time customer experience
We use biometric and ethnographic research tools to test customers’ in-the-moment responses. These methods are more effective than traditional surveys as humans are unreliable in stating what they actually think.
Using biometric measuring devices combined with ethnographic research we can identify the Tripping PointsTM . These are the instances where you are creating an unexpected, stressful or unwanted reaction that requires attention in the customer journey.
Tests include: Searcher, Extrospector, Revealer, Ethnotracker, and Biotracker.
The tests can also be deployed to evaluate elements of the employee experience and reactions to learning events and e-learning products.
We test the memory of the experience. You’ll know from Daniel Kahneman’s amazing work how the remembered experience is so powerful in defining your brand.
These are the moments that customers tell their friends and family about. Both positive and negative!
CX Lab test methods include using surveys, group monitoring, and the ‘Dark Side’ research tool.
We can also analyse your existing NPS/survey data and correlate it against our own research.
Resulting customer/employee behaviour
This is the final stage in the process. Customers experience in real time, then they remember certain elements afterwards, and this final stage is what the customers actually do as a result. In other words, what’s the resulting behaviour: do the customers come back to you? Or do they increase their spend? Do they recommend you? Do they change channels? And so on.
We delve into your existing data, looking for patterns and correlating it against the real time and remembered experience insight.
Leadership is key in employee engagement, so we deploy a unique ‘upside down’ survey to find out how leadership behaviour impacts on the employee experience.
Combining these three elements of the timeline provides a tremendous level of insight into your customers and their experiences.
Our CX Lab Tests can be deployed as a full health check but also you can engage us to run standalone tests and experiments.
The CX Design phase uses the deep insight from the CX Lab Tests combined with the latest Design Thinking to create the optimised customer experience. We do this as a co-creation design process working with your cross functional teams to push the thinking about what the desired experience should be like for customers. The outputs include:
Creating the optimal customer journey.
Pinpointing what can be removed from the customer journey.
Establishing the negative impacts on customers that can be reduced and fixed.
Creating the distinctive elements of the experience.
Getting clear about the things that you need to get right every time to meet the expectations of your customers.
Identifying the special touches that ensure the experience is differentiated and creates advocacy.
Becoming super clear about the promise you make to your customers.
Our CX Design methods are tailored to each individual client. This enables us to help you to be innovative in your thinking and wise in your decision making. We use an approach that takes elements of Design Thinking but also uses findings from neuroscience and psychology about how people do their best creative thinking. For example we don’t do all the creative work in group workshops. Instead we give individuals time to think on their own. And we work hard to help our clients put themselves in their customers’ (and employees’) shoes. Stand by for some exciting and thought provoking ways of working!
Using the CX Design we help you to implement changes to your CX, your processes, technology and your employee experience. CX and EX (employee engagement) go hand in hand as in most organisations it is front line employees who create the experience for customers. The CX Design phase creates lots of ideas and we recommend testing these to ensure that investment is focused into those areas most likely to deliver a return. CX Implementation can include:
Establishing what needs to change in the operation process, employee experience, technology and product
Fast testing of ideas and hypotheses
Digital build and prototyping of solutions
Designing training and communications to enable front line and supporting employees to make the desired CX come to life
Coaching your leadership to ensure delivery of the CX through your people
Ongoing advice and support of your employee learning and employee experience
Pre and post measurement of the experience to allow robust testing of solutions
Developing marketing programmes that create loyalty and profitable growth
Ensuring the voice of the customer is prioritised across the organisation
We can also design and run your ‘concept store’ or brand experience centre. In other words, your own pilot area of the business where you design and test out new ideas for your customer experience. (And of course new ideas for employee experience can be tested here at the same time).