Go beyond the research: experience the customer’s world.
Traditionally, customer research has placed a heavy emphasis on quantification. We go beyond the research. Since customer experience treads on subjective, qualitative measures, we offer a fuller, richer and more complete way to measure it.
The Customer Mirrors approach to customer research begins and ends with the customer. Our experts will act 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.
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, and we crashed the car (safely) and went through the entire claims process. See the video here. The same company asked us to flood an apartment and mirror that claims experience.
Quantitative vs. Qualitative Research
Quite frequently, we find that quantitative results conflict with qualitative results. If presented with a survey, a retail customer might indicate that s/he values a clean shopping environment. By contrast, if we walk through the customer’s experience in a shop, we might find that in practice 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.
The Customer Mirrors technique outlines the most valuable parts of the customer experience; it guides through the customer’s experience as s/he actually experiences interactions with you moment-by-moment. As it relates to strategy, Customer Mirrors are a valuable way to foster a customer-centric culture within your company because they vividly demonstrate the clear-cut advantages of customer experience as a business strategy.
- 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.