Customer Journey

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Market Place

Understanding markets, market sizing, consumer usage and attitude.

Our clients ask us: What new markets can we target? What levels of take up can we expect? How do consumers behave in our market and what attitudes might influence their behaviour?



Attitudes and behaviours of target customers: SMRS, a higher-education consultancy, engaged us help their clients (mainly universities) to understand their audience – students. SMRS wanted to understand the needs, wants and barriers 16-18 year olds felt as they made their journey towards higher education so they could make their clients propositions more compelling in an ever-more competitive market place.

We set up and managed a 2 year long virtual community of students asking them to complete a range of different ‘tasks’ which allowed SMRS to explore the student experiences as they progressed through decision making processes regarding their future. The research delivered enormous insight about this market place and the attitudes and behaviours universities needed to tap into so they could attract more students.


Marketing understanding and take up: We were tasked with the huge challenge of helping global tech giant Epson to better understand the Europe-wide audience for a piece of office-based technology that might have felt like an alien concept to many of its potential purchasers. With the product offering significant financial and environmental benefits over 'traditional' solutions, it was a delicate task to accurately measure uptake and guide go-to-market strategy and pricing.



Retirement Attitudes Programme (RAP): 2016 saw the launch of our in-depth syndicated research study tracking the views of the British Public towards retirement and pensions. Both the Money Advice Service and The Pensions Regulator have signed up, and along with other clients will be using our research to understand attitudes and behaviours in this complex market place. If you are interested in finding out more about this study, contact Richard Gaze on



New product development, communicating a difference, on-boarding

Our clients ask us: What propositions will have the broadest market appeal? Which features are the most important? How should we communicate to potential new customers? How do we manage the new customer process?



Proposition Development: Our concept development work with TSB, via a complex conjoint method, helped them build a current account which drove customer acquisition at twice the rate of their predicted market share. Their Classic Plus current account won critical acclaim throughout the banking industry, helping improve TSB's overall Customer Experience proposition.


Proposition and Communications Research: We helped Homebase to understand how their existing propositions resonate with target consumers, directly influencing both in-store strategy and ad campaign development. At a time of great uncertainty for the brand, as it moved out from under the wing of Home Retail Group, we were able to provide clear and robust guidance to support ambitions for growth.



In-life experience

Service and product performance, customer satisfaction at moments of truth and via channel touchpoints

Our clients ask us: How can we improve our customer service at key touch points or moments of truth? Which service channels perform best? What are the pain points for our customers?

Major High Street Bank: For over 10 years, we've run a transaction-based customer service measurement programme for a major high street bank. We seek customer feedback on their interactions through branch and telephony channels across a range of transaction types.  Conducting in excess of a million interviews a year through mixed methodologies, our programme drives change by identifying drivers that front-line staff can influence, and then measuring and tracking them. All of this is fed back daily through our Fabric platform with information tailored to each users' needs, be they a branch manager, telephony agent or an area director.   Independent benchmarks now place our clients brands in the top two high street banks for service. Our measurement programme has evolved over the years to mirror trends in how customers interact with banks, but also to meet the strategic needs of our clients' business. Measuring transaction-based feedback has however remained at its core.



Holistic engagement

Dissecting customer engagement - how brand relationships, communications, pricing and service contribute to customer engagement.

Our clients ask us: How do all of the customer touch points drive engagement? What is the role of brand and communications?


Holistic engagement: Our client Allianz, one of the world's largest providers of financial services products, asked us to help them better understand what was driving a group of customers' overall relationships with the brand. We conducted a root-and-branch review of the business and its sub-divisions, and implemented a 'top-down' programme of holistic experience measurement. What emerged from this was a programme of change which helped Allianz to significantly improve its customer engagement and loyalty, climbing to the top of the tree among its peers.


Re-brand: The International Herald Tribune was a distinguished and much loved press masthead about to be renamed as the International New York Times. The New York Times group wanted to understand the likely impact of the rename on its readership. Our multi-country research demonstrated that there was considerable positivity towards the new brand among readers, providing evidence in support of the rebrand strategy.


Retention and Loyalty

Put simply - keeping customers

Our clients ask us: What drives loyalty and how can we proactively improve it? How do we increase retention?


NPS for a major healthcare brand: We've been working with one of the UK's leading health and well-being companies to design and roll out a customer experience measurement programme that puts the voice of the customer firmly at the heart of their business.  Using NPS as a consistent measurement across all business areas, we've implemented a programme that flexes to different business unit needs but provides tactical and strategic insight-based actions that can drive change.  


Retention: Membership provides RSC with vital funds and they felt they needed to know much more about what members value, initial motivations to join and why membership lapses. Research amongst members highlighted a need to deepen engagement, and insight helped generate a number of strategies to increase retention. The research also provided the tactical benefit of identifying members at risk of lapse and fed these back to the RSC so they could contact them quickly to try to retain them.


Reducing churn: As part of our long-term relationship with The AA, we have worked with them to help develop a number of proactive customer retention strategies, addressing churn directly and proactively. The propositions have been refined through co-creation customer communities, and then quantitatively evaluated with actual customers to give indications of their effectiveness.

Maximising Customer Value

Understanding customers to sell more

Our clients ask us: What is my customer profile and how can it be segmented? Which other propositions would appeal to my existing customers and how are they best targeted?



Increasing sales in a hard to reach customer group: Sky were looking to increase business conducted with an influential and hard to reach existing client group. They needed to know which propositions would be most attractive among this group. Our findings contributed to the development of a new communications strategy to promote BskyB amongst this tricky to reach audience. We identified different types of target client, which allowed a more tailored approach to selling according to each types’ needs.


Understanding existing readers to sell more: The International New York Times provides a valuable platform for luxury brands to reach their affluent target audience across the globe. To aid advertising sales, the INYT wanted to know more about the lifestyles and attitudes of affluent travellers. Our research revealed 4 distinct types of traveller, and explained how each consumes news and makes purchases whilst on the go. The study has supported the INYT advertising team in maintaining its sector-leading understanding of affluent global media audiences.



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