Driving customer engagement through customer closeness

Understanding decision-making and service interaction during a series of key customer journeys, and identifying ways to drive up engagement.

The challenge

Our client, a non-departmental public body, wanted to optimise its customers’ experience across all touchpoints.  They needed us to map the routes people took to using its and services, and explore their experiences as users.

Our solution

We shadowed users with disabilities, and those who did not speak fluent English, to identify these groups’ particular support needs. Focusing on customer journeys taken digitally, by telephone and in person, we provided a dashboard overview of each, highlighting overall satisfaction, things that worked well, opportunities for improvement and specific problems.

The outcome

Our work has helped to ensure that every customer’s encounter with the client’s services – across all its channels – is as positive and successful as possible. The research programme was instrumental to the organisation achieving its Customer Service Excellence award, and our findings are now being used to steer a further customer service improvement programme, with touchpoints across the whole journey.

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