Skip to Content

Customer experience research

Measuring customer experience (CX) helps you to remove pain points, optimise the relationship, and ultimately – maximise revenue

Our approach

Strengthening customer relationships is only possible by measuring customer experience. That’s not straightforward though. It evolves over time. Journeys change. Satisfaction fluctuates.

Loyalty? Customers can be fickle friends. So, you need an optimised CX programme to understand how your brand performs at every touchpoint. We’ll immerse ourselves in your business, while carefully establishing a programme of customer experience research to improve your performance. We’ll choose the best methodology, write the right questions, and ask the appropriate audience.

We’ll combine primary data, secondary data, stakeholder insights - and ultimately, we’ll build a highly actionable insight programme that drives improvement on your core financial metrics, customer experience metrics, or other KPIs. The good news is, businesses usually have plenty in place for successful customer experience analysis already. Even if you think yours doesn’t.

01

Mapping out the customer journey

Identify every touchpoint your customers have with your brand.

02

Evaluating existing data

Examine all the information that currently exists at each touchpoint for insights on overall performance. Build an optimised programme – to assess each touchpoint and fill the gaps from existing data.

03

Establishing the key drivers and barriers

Explore the factors that produce – or prevent – the desired actions at each touchpoint. Monitor ongoing performance against the key metrics.

04

Embedding new CX principles business-wide

Drive performance and boost revenue generating behaviours. Including predictive techniques ensures the programme doesn’t just tackle today’s issues, it puts processes in play to generate long-term growth.

Research benefits

Customer experience mapping

Understand all the touchpoints your brand has with customers. Identify the opportunities to delight or disappoint. By focusing on key decision-making milestones, you’ll see how to move more customers and prospects through the journey.

Driving loyalty and retention

Optimise your earned growth rate. Increase revenues from repeat sales and customer acquisitions via recommendations. Our programmes reveal the key characteristics behind churn rates – giving you all you need to limit lost sales, increase customer spend, and improve loyalty.

Setting a CX culture

Our programmes provide engaging presentations and outputs that drive positive action across any organisation. Real cultural change is a differentiator. It builds a buffer between those who actually implement a holistic customer experience strategy – and those who don’t.

Segmentation

Get granular – our results are robust at a segment and sub-segment level. Samples, as well as our reporting tools, reflect the vital value customer experience market research adds by identifying customers’ differing needs and wants.

Research methods

Loyalty & retention

Loyalty & retention

Customer satisfaction and NPS

Customer satisfaction and NPS

Customer journey mapping

Customer journey mapping

Thought leadership

Thought leadership

Case studies

ATPIGauging customer perceptions

Learn More

Automotive manufacturerCustomer journey mapping

Learn More

Home InsuranceUnderstanding buyer behaviour

Learn More

British Private BankSpeaking to the wealthy

Learn More

REXELSparking a new buying process

Learn More

"I would definitely recommend Savanta for any research work. I’ve worked with them multiple times on large and small projects, and they always go above and beyond, even at the proposal stage to win our work in the first place. I wouldn’t hesitate to send our next brief to them."

Avanti West Coast

"TPE have partnered with Savanta for over a decade , the research Savanta provides us with focuses on key business metrics for maintaining and improving the customer experience, Savanta have been fantastic to work with and provide rich insights for us to analyse and derive improvements. Savanta are proactive in their approach, forward thinking and know our market, we very much enjoy working with Savanta on research to improve our experience, the team always go above and beyond to assist us in our research."

Transpenine Express

"You guys (the whole team) are brilliant – very responsive, very helpful and so delivery-focused. It’s a real pleasure working with you."

Coutts
Featured report
CXP Customer Experience Personalisation Audits
How to maximise revenues through building individual relationships between your customers and your brand.

Download it free below.
Learn More
Customer Experience CXP Audits
Our guide to personalising relationships with your customers to help drive brand success.

Download our free guide below.
Learn More
Define and measure channel content and value
Channels now have to work harder than ever before to give viewers the content they want. We highlight the key benefits of measuring content value in our latest guide.

Download it free below.
Learn More
Media campaign effectiveness
Helping you to maximize the ROI of the marketing mix through creative testing and campaign evaluation.

Download our free guide below.
Learn More

Knowledge centre

View all
Explore
Advanced analytics & data science | Audience/market segmentation | Brand Development & Strategy | Brand planning | Brand portfolio management | Brand positioning | Charities & Not-For-Profit | Communication Effectiveness & Optimisation | Consumer | Consumer Brands | Customer satisfaction & NPS | Eating & Drinking | Education | Energy, Water & Utilities | Fashion | Fashion & Beauty | Fashion & Beauty | Financial Services | Financial Services | FMCG | Grocery Eye | Health & wellbeing | Health & Wellbeing | Healthcare (Patients & Professionals) | Loyalty & retention | Luxury | Market sizing & trends | Market understanding & opportunity | Media | Pharma | Pricing strategy | Public & Social | Public Sector | Retail | Retail | Retail Strategy | Sport & Leisure | Sport & Leisure | Students | Technology & Telecoms | Thought leadership | Transport | Travel | Usage & Attitudes | Youth

Consumer Compass Europe (Q4 report)

29 February 2024 - by Alex Ward-Booth
Agencies & Consultancies | B2B Brands | Business & Professional Services (B2B) | Consumer Brands | Eating & Drinking | Financial Services | FMCG | HNWI | MPs | Public & Social | Retail | Students | Transport | Travel | Youth | Youth

37 Questions: answered

22 February 2024
Audience/market segmentation | Brand Development & Strategy | Brand planning | Brand positioning | Business & Professional Services (B2B) | Charities & Not-For-Profit | Charities & Not-For-Profit | Communication Effectiveness & Optimisation | Consumer Brands | Education | Education | Employee research | Energy, Water & utilities | Fashion | Fashion & Beauty | Fashion & Beauty | Financial Services | FMCG | Health & wellbeing | Health & Wellbeing | Healthcare (Patients & Professionals) | Luxury | Luxury | Market understanding & opportunity | Media | Media | Pharma | Politics | Public Sector | Public Sector | Research Methods | Retail | Retail | Retail environmental design | Retail Strategy | Shopper behaviour | Sport & Leisure | Sport & Leisure | Students | Students | Technology & Telecoms | Technology & Telecoms | Thought leadership | Understanding Stakeholders & Employees | Usage & Attitudes | Youth | Youth | Youth | Youth

Harnessing the power of humanity

29 January 2024 - by Josephine Hansom
Audience | Audience/market segmentation | B2B Brands | Brand Development & Strategy | Brand planning | Business & Professional Services (B2B) | Consumer | Consumer Brands | Corporate reputation | Customer Experience | Financial Services | Financial Services | HNWI | HNWI | Market understanding & opportunity | Usage & Attitudes | Wealth Management | Wealth Management

Navigating the path to a greener future: a financial services sustainability report

12 January 2024
Education | Fashion & Beauty | FMCG | Luxury | Omnibus & Trackers | Public Sector | Retail | State of the Youth Nation Tracker | Technology & Telecoms | Thought leadership | Travel | Youth | Youth omnibus 16-24

From Digital Natives to AI Pioneers

1 December 2023 - by Josephine Hansom

Get in touch

If you’d like to speak with one of our experts right now, please call: +44 (0) 20 7632 3434