Understanding what customers want isn’t easy. It’s full of contradictions and surprises, like putting a jigsaw together. We know how to get to the bottom of what customers really want and translate into actionable insight.

Integrating Insight

To understand what customers really want you need knowledge of multiple data sources as well as personal experience and judgement. We integrate complaints data, contact information, quantitative and qualitative research, case studies, informal groups and employee research to build a comprehensive picture what customer really want. This strikes the right balance between personal experience and empirical information.

Multi-channel Service Design

We develop a comprehensive strategy to create an experience that is easy and engaging, yet also practical and resilient and repeatable day-in, day-out.

Customer Centric Brief

We understand how to define the benefits of a customer-centric brief. Understanding and translating that insight into tangible business benefits that create value. We also understand the practical balance necessary to future-proof the design that is resilient and practical. This enables the building to be adaptable, with changing operational and customer needs requiring flexible designs.

Customer Journey Mapping

Building a candid and accurate picture of the customer journey is the first step to understanding the change necessary to build a great experience. We have years of practical experience and eliciting this from stakeholders and customers. Often, we hold ‘persona days’ to understand a particular case study that raises typical issues that the organisation would face.

We find that there are 3 stages; what you think the journey is, what it actually is and what you would like it to be.

Selecting Design Options

Our approach to experience design enables us to understand the wider business benefits from delivering a customer-centric approach. We are able to guide decision-making by selecting the design that adds the most value at the options stage of the design process. We provide the benefits-centric decision framework that enables this to happen.

Our graph shows how our analysis identified 6 key business outcomes (indicated by the different colours) and how well they were realised in each of the 4 designs. This indicated that design C added the most incremental value.