Customer Experience Research

Hansa|GCR is a global leader in helping companies enhance their customer experience by gaining actionable insight into how to differentiate and capture customers’ business. Principals of the firm have assisted some of the world’s leading companies in the development and execution of their customer experience strategy.

We have distinctive competencies in three areas of customer experience research: Customer diagnostics, product and process improvement, and customer and brand tracking. Basically, we help clients answer fundamental business questions, as illustrated in the exhibit, Customer Experience Research: 1. What is going on with customers and why? What leads to deeper customer relationships? 2. What should companies do to increase customer relationships? What could be product and process innovation opportunities? 3. How are we doing? Are we making progress in moving the needle in the customer experience? Are we gaining increased customer advocacy and business results?

Hansa|GCR brings distinctive capabilities to these questions, including:

  • Unique ways of measuring brand and customer advocacy that provide concrete metrics for business management and enhanced predictability of business results.
  • State-of-the-art techniques to map the customer experience and pinpoint opportunities to remove customer pain points and create purposeful emotional bonds with customers.
  • Specialized expertise in managing customer lifetime value and return on investment from marketing activities.
  • Groundbreaking approaches to uncovering latent and subconscious needs of customers that can provide new insight into how to build deeper customer relationships.
  • An ability to cross the bridge from research data and insights to helping clients manage their execution of their customer strategy.

Hansa|GCR capabilities include:
  • Customer relationship and brand evaluation.
  • Product evaluation, including concept testing, naming, positioning.
  • Process analysis and facilitated innovation.
  • Brand positioning and message testing.
  • Usage and attitude studies to gain practical customer insight.
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  • Tracking programs to support business management.

    • AIM logo    AIM, Hansa|GCR's Advocacy Intelligence Model

    AIM comprises an innovative set of methods for customer satisfaction research. Going beyond traditional approaches to customer satisfaction, AIM provides a clear picture of what drives satisfaction, and more importantly uncovers the determinants of customer loyalty and advocacy. We find the factors that lead your customers to become an active, independent source of marketing for your company as well as the causes of disloyal and at-risk customers. AIM also provides insight into the strengths and weaknesses of your products, services and sales processes. You will gain insight into satisfaction at every point where your organization touches customers.

    Customized for each client's industry and specific needs, AIM delivers a detailed, actionable road map for understanding, retaining and growing your customer base.
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    Article of interest: Creating Emotional Bonds by Wayne Marks

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