We use advanced qualitative research techniques to conduct customer journey research
Listen to what your customers are telling you about their experiences
To listen to your customers and understand what they really want from you, we use advanced qualitative techniques like deep unstructured interviews, in-situ observation and creativity sessions.
- We talk to your customers directly and get to know them and what matters to them.
- We take sense-making into account, discovering how people make sense of and frame their journey
- We identify moments of ambiguity and uncertainty, as well as pain points and moments that matter.
- We focus on outcomes. We find out the answers to questions like:
- What drove customer to choose Option A instead of B, when B would be more efficient and how can we re-frame the options to change that behaviour?
- How can we rewrite the instructions so that people can follow them?
- We show you the frame of expectations that journey-makers use, and create personas and journey maps to make it make sense to you.
Case Study - making sense of a service journey
Our client is a government agency going through a period of cultural change, and needs to ensure that it delivers the services that customers need. Our service journey research revealed that people using this service for the first time came to the experience with a particular cognitive frame. Much of this has to do with 'expectations transfer' - Australians are now so used to experiencing a certain style of service interaction from commercial organisations that they now expect it everywhere. This means that there is a significant gap between the service the organisation is able to provide and customers' expectations. We are working with the client on communicating better to customers but also bridging gaps in organisational processes to deliver what customers need. It was important through this process to acknowledge the difference between delivering a service that was needed and one that was expected. This qualitative research helped the understand - make sense of - the survey metrics they were using.
Services research is not just a pale imitation of product research. Product research and services research are different as we explain here in our Why services are different blog post.