We use different observational tools and techniques on each project and always customise our data collection methods to specifically suit the situation we are researching and the environment we are working in. Working in a busy airport is very different to working in a small bank branch. Working outside in winter in the North of England is different to working inside in Summer in Morocco.
The following is a list of what we would call our core activities that we use in virtually every customer environment we study, wherever we are in the world:
Customer Demand Analysis
What is it ? – Footfall data captured in tally counts every 15 minutes for the duration of each study including flow in, flow out, group sizes, abandonments and the types of interactions and activities that take place.
Why do it? – To understand the true demand placed on the physical space and its supporting facilities, how well the demand is being managed and how effective it is at converting demand into opportunities.
Customer Journey Tracking
What is it? – Timings and observations taken of customers from the moment they arrive until they leave. Customers who are tracked would also be interviewed.
Why do it? – To ‘decode’ customer journeys in order to gain a deeper understanding of how customers interact with the space (from the moment they arrive until they leave), including waste and of the processes used to manage each stage of their journey.
Customer-Staff Behaviour Analysis
What is it? – Space would be divided into zones for reporting purposes. Snapshots would be taken at regular interviews on customer-staff behaviours & activities and in which zone they are observed.
Why do it? – To understand the types of activities and behaviours performed by customers and staff and where they take place.
Customer Use of Facilities
What is it? – Space would be divided into zones for reporting purposes and a list of facilities taken. Snapshots would be taken at regular intervals on the utilisation of facilities within each zone.
Why do it? – To understand how efficiently and effectively services and key facilities are being used by customers and staff.
Customer Experience Surveys
What is it? – Customer experience surveys (5 mins / survey) taken as customers leave – focusing in particularly on the customer journey experience. Customers interviewed would also be tracked.
Why do it? – To understand customer’s feelings & perceptions about their visit on the day, what mattered most and to identify opportunities for improvement.
Staff Perceptions Surveys
What is it? – Interviews with staff members – focusing on the customer journey experience.
Why do it? – To compare staff perceptions with how customer’s feel about the customer experience and to identify opportunities for improvement.
What is it? – Time stamped observations. (Anything that catches our attention).
Why do it? – To capture issues and opportunities for improvement as they occur throughout the day.