What we do

We’re hired to unlock what customers really want from an organisation, and use that insight to design customer experiences that drive loyalty.

To achieve this, we’ve created in-house techniques which define how customers themselves evaluate the benefit they receive from products & services, including linking so-called ‘intangible’ customer benefits such as “confidence” and “trust” to the physical activities and incurred costs that drive such feelings.

We offer both end-to-end experience programmes, as well as more tactical solutions to specific problems. Within our programmes, our clients can expect:

  • Qualitative and quantitative research programmes -  pinpointing differences in loyalty between customer profiles. Our specialist panels and customer labs structure the innovation process to explore loyalty factors at any step in customer interaction
  • Loyalty Lifelines - our trademark diagnostic where we identify where in their experience journey, customers are starting to lose their faith in the process or brand, and recommend ways to fix the problem before it’s too late. We also uncover how to encourage new customers to become faithful, by positioning loyalty driver messages at appropriate times and places in marketing communication
  • Out-of-industry benchmarking – identifies innovative and best practice learning worldwide, to offer fresh thinking and detailed case studies.
  • Creative Workshops – innovative facilitated sessions, typically generating over 100 ideas per session, built around the benefits that customers value most
  • Channel Troubleshooting – in-depth audits, pinpointing where customer benefits can be  reinforced in channels such as retail, call centres and websites
  • Customer Induction Programmes – orientation and training sessions, aimed at immersing new employees in what customers value most, and encouraging a customer-first attitude across executives and frontline employees alike.
Getting the best from Customer Service Apps Blog, Insight, Retail, Toolbox - 5:53 pm Getting the best from Customer Service Apps

With so many people using smartphones and the apps that make them so appealing, is the creation of a customer service app the next big thing in customer experience? Our view is a provisional ‘yes’ – but it all depends on how the app is downloaded initially. For the lowdown, read on…..

How does a patient-centric pharmaceutical company behave? Blog, Healthcare, Insight - 2:16 pm How does a patient-centric pharmaceutical company behave?

In a world where pharmaceutical companies traditionally focus on patient compliance with their medication regimes, how would a patient-centric model pay for itself? And how would we recognise its existence in a drug company’s behaviour?

IBM survey calls for more individual approach to customer insight Blog, Insight, News - 1:22 pm IBM survey calls for more individual approach to customer insight

In a major global study, IBM’s landmark report found that almost half of respondents felt ‘overwhelmingly underprepared’ by their consumer insight. What were the reasons? Read on to find out….

Why Customers aren’t taking to Wave and Pay Blog, News, Retail - 11:17 am Why Customers aren’t taking to Wave and Pay

Despite Barclays ‘contactless’ credit card fraud issues last week, providers would have you believe that wave ‘n’ pay cards are the way forward. We disgree. There’s a far more profound problem with wave ‘n’ pay, which is easily solved but isn’t going away yet…

A story of Apple and a broken brand promise Blog, Retail - 5:14 pm A story of Apple and a broken brand promise

Successful brands are more than just world-beating products – they carry an emotional attachment, and a degree of trust in the brand-consumer relationship. But when a great product is let down by its customer service, what’s the impact of that broken brand promise? Here’s what I found when Apple did just that to me…

Customer Faithful joins BHBIA Blog, Healthcare, News - 1:53 pm Customer Faithful joins BHBIA

Customer Faithful has been elected as a full member of the British Healthcare Business Intelligence Association (BHBIA).
Click for more details…..

Newspaper Tablet Editions – Reaching Out or Locking In? Blog, Insight, News - 9:22 am Newspaper Tablet Editions – Reaching Out or Locking In?

As more people choose mobile devices to be their primary source of news and information, we explore the pro’s and cons of using newspaper tablet editions. And from our experience, we think some publishers are missing a trick…..

Ways for marketers to beat the downturn Blog, Insight, News, Retail, Toolbox - 4:18 pm Ways for marketers to beat the downturn

What do you do when your tried-and-tested marketing techniques aren’t as effective in today’s economy? Start by staying positive – here’s how some of those negative trends can have silver linings if your mindset allows you to see them..

What Mary Portas didn’t suggest for Britain’s High Streets… Blog, News, Retail - 2:31 pm What Mary Portas didn’t suggest for Britain’s High Streets…

Last week saw the much-awaited report by retail guru Mary Portas, offering ways to reinvigorate Britain’s ailing High Streets. Aside from a few small gems, we felt it missed a Big Idea, so we have one of our own to share instead…..

Watching Gen Y shop for Christmas – 5 Lessons Blog, Insight, Retail - 10:00 am Watching Gen Y shop for Christmas – 5 Lessons

Regular visitors to this site will know that we have a particular interest in Gen Y or the Millennial Generation, so we’ve been out in the run-up to Christmas, watching them shop, both in High Streets and malls, as well as on-line. What have we learned? Here are 5 clues to attracting Gen Y shoppers……..