“What do we need to change?…What are the quick wins?”
Our Customer Mirrors approach to customer research begins and ends with the customer. Our experts will participate in your experience as a customer and with their trained eye identify the rational, subconscious and emotional experience your organization provides. We record all these experiences using video of in-person interactions and audio of calls with call centers, tying it all together.
The Customer Mirrors service outlines the most valuable parts of the customer experience and guides you through it as he or she actually experiences interactions with your organization moment-by-moment. It helps you foster a customer-centric culture within your company because it vividly demonstrates the clear-cut advantages of customer experience as a business strategy.
The Customer Mirror Service Helps Organizations in the Following Ways:
- Identifies the root causes of poor customer experience
- Provides practical recommendations
- Demonstrates the evidence to support change in your organization
- Generates an excellent tool to train employees
- Benchmarks the competition
- Proves a way to increase revenue and reduce costs
- Highlights where costs can be saved
- Provides a series for recommendations for improvement
We have used Customer Mirrors to provide our clients real insight into how they can improve their experience. In one case, an insurance company asked us to review their claims experience. They provided us with a car for which we bought an insurance policy. Then, we crashed the car (safely) and went through the entire claims process. See the video here:
The client learned so much about their experience that they wanted more. The same company asked us to flood an apartment and mirror that claims experience. Both of these mirrors helped our client see the difference between the brand promise that they make with their marketing and the actual customer experience that is delivered by the organization.
Quantitative vs. Qualitative Research
Traditionally, customer research has placed a heavy emphasis on quantification. We break with that tradition and go beyond what has been done in the past. Since customer experience treads on subjective, qualitative measures, we offer a fuller, richer and more complete way to measure it with our Customer Mirrors service.
Quite frequently, we find that quantitative results conflict with qualitative results. In other words what customers say they value and what they actually value are often quite different.
As an example, if presented with a survey a retail customer might indicate that he or she values a clean shopping environment. But if we walk through the customer’s experience in a shop, we might find that in reality the customer values the shop for other reasons – rich, colorful displays of clothing, inspiring music, or a variety of fabric textures to touch and feel.
Customer Mirrors allows you to see the differences between what customers say is important to them and what is actually important to them, so that you can address both concerns effectively in your experience.
Contact us to learn more about our Customer Mirrors service and how it can benefit your organization’s customer experience.