Uncover the why behind your customer experience
You need to understand in detail what is going on with customer value experiences and, crucially, why. That’s vital if you want to create impactful change or retain your points of differentiation. Without understanding customer experiences and expectations, you’re always behind the curve.
Customer Experience Research in Practice
Most businesses have customer or client feedback mechanisms, but customer services and sales teams get informal and valuable feedback every day. What happens to it? Do you truly listen to your customers and act on the insights, or has collecting the feedback become the point in itself? Because, frankly, that’s what we see all the time.
Our customer experience research work involves interviewing a selection of your key customers in a series of deep-dive discussions. This powerful process will reveal explicitly what your customers think and feel and want.
Analysis then goes beyond the purely rational to understanding your customers’ emotional and social responses, uncovering hot topics and desired future value.
These insights are incredibly potent and are at the heart of our work for clients.
Qualitative & Quantitative Customer Experience Research
Quantitative scoring techniques alone can’t tell the full customer story for any business. While there’s power in a metric that everyone can relate to, rating systems can be too easy and alluring, particularly if they’re only tech or AI-based. The truth is that internal biases determine what to measure and you risk missing shifts in buyer behaviour because the metrics you’ve chosen just don’t see them. Don’t make assumptions and then measure them.
At Futurecurve, we believe the key to effective understanding of your customer experience is the blend of qualitative and quantitative - the human insight and understanding followed by the measurement over time. It is this integrated mix that gives a holistic perspective, allowing you to act, design better customer journeys and customer experiences, and grow your business alongside the needs of your customers.
The research team at Futurecurve are experts in our unique blend of best-practice business research, organisational psychology and social sciences techniques. We create deep, actionable insights for our clients, having revealed the truth of the customers’ why.