We always start with Discovery – a customer experience research programme to decode the problems your customers face and to quantify opportunities for improvement.
Discovery is centred around a targeted observational study of the customer experience, carried out at a select location or chosen number of sites (typically up to 3).
Studies are short and performed over a few hours or days, but usually timed to take place during peak times or when problems are most likely to occur.
The study activities we do are drawn from our core tools and techniques but customised to the situations we are studying and the environments we are working in.
Study activities and scope are confirmed during the planning stage, but typically involve capturing customer demand, mapping journeys, measuring activity, observing behaviours and talking to customers and staff.
Key outcomes from a discovery programme is a business case and clear plan of action, supported by meaningful KPI’s and metrics to monitor and track the benefits of any proposed solution or changes.
In some cases, we deliver what we call a ‘Usability Brief’. This is a high-level definition of how a physical space should be used from an end-user perspective and is very useful for an organisation who is trying to develop their environment design or create a new customer experience.
Key Elements of a Discovery Programme
- Study Pack – confirms how the study would be performed, including tools, techniques and pro-forma
- Targeted Observational Study – timing and locations would be confirmed but are usually carried out over a few hours or a few days, at peak times or when problems are most likely to occur
- Data Pack – comprising of the detailed findings from the study
- Business Case – quantifiable findings, opportunities, potential solutions and benefits
- Plan of Action – supported by meaningful KPI’s and metrics to monitor changes and benefits
- Usability Brief – high level definition of a requirement for a new customer experience
