Becoming customer centric requires a mindset of curiosity. Asking questions, listening, and observing. Seeking foremost to understand, not to explain.
We help you build a clearer, deeper understanding of your customer’s mindset. We uncover what motivates them, what values they hold, and what is truly at the core of their affinity and emotional connection to you and your brand.
CX Strategy
How do you make sure you are delivering on your overall brand promise? Do you have an overall CX Strategy unique to your brand that delivers on the functional, emotional, and social needs of your targeted customers? One that is built based upon an understanding of customer expectations, wants and needs at each stage in the journey? We’ll help you!
"Building an understanding of the underlying motivations and values of different customer segments was critical to aligning our overall CX strategy with our new Brand positioning."
- Jackie Poriadjian-Asch, CMO + Chief Revenue Officer at ecobee
"Segmenting our travellers based upon their underlying motivation to travel, values and attitudes about small group travel is helping us better target and engage with them along the customer journey. It's about delivering the right message to the right person at the right time."
- Lauren Michell, VP Marketing and Customer Experience at G Adventures
Customer Segmentation
Looking for a better way to segment customers? We leverage Bain’s Elements of Value framework to get at the underlying functional, emotional, and aspirational values sought after by customers. Our approach helps you uncover the different elements of value that form the basis of the bond between you and your targeted customers segments.
Jobs-to-be-done Interviews
Want to better understand switching behavior or why people “hire” your product or service? We leverage the uniquely crafted JTBD interview approach to answer these questions. We help you and your organization build an understanding of the motivational forces at play (push, pull, habit, and anxiety) when customers consider your product or service offering.
"The Four Forces Model (used during JTBD interviews) is like 'gold'. It helped us build a better understanding of homeowner motivations and switching behavior when considering Porch services related to moving in, repairing, upgrading, maintaining or improving their home."
- Kyle Sandburg, VP Strategy at Porch
"We didn’t realize how important the post-purchase experience truly was to our customers until we broke down the journey and listened to the voice of the customer at each stage in their journey."
- Pat Louis, Senior Director of Customer Experience, Canada Goose
Customer journey mapping
Journey maps are an important platform on which to build a better understanding of customer expectations, wants and needs. We recommend a data-driven approach to journey mapping based upon insights gained through a combination of qualitative and quantitative research. We leverage the jobs-to-be-done (JTBD) framework as our preferred method of driving this research.
Design Sprint workshops
The Design Sprint process, created by Jake Knapp of Google Ventures, has proven to be an effective method for quickly conceptualizing, designing, and testing (with actual customers) new product or service concepts. Design Sprints help you not only generate ideas to consider, but, enable the best ideas to compete against each other in anonymity. By not knowing who it came from we arrive at better solutions using this well-tested design process.
"The Design Sprint process for ideating on how to improve customer experience at different stages of the journey helped cross-functional teams come together to envision what an ideal traveller experience would look like."
- Lyndon File, Director of Customer Experience, G Adventures
"The co-creative Experience Blueprinting workshop helped us align our store operations, retail operations, and technology organizations on how we might improve our existing hemming service offering for our guests."
- Joe Granado, Guest Experience Management, lululemon athletica
Service Design workshop
Great experiences don’t happen by chance. They are designed. Experience blueprinting™ helps you co-create, think through and map out both on-stage experiences as well as back-stage operations. It helps you align cross-functional teams on what it will take to deliver the desired customer experience. An experience that delivers on your brand values and attributes - emotional and functional.
