Customer research

Customer experience research, including segmentation, journey mapping and satisfaction driver analysis, provides a fuller understanding of how to enhance the customer experience and optimise service provision.

We conduct a wide range of continuous customer research projects for central government departments and agencies, delivering a holistic view of the customer experience.

Simply focusing on the reasons behind customer satisfaction and the key drivers behind performance is no longer enough. Our Customer Intelligence Model goes much further, looking at experience in the context of organisational reputation and the broader external environment.

How it works – ORC International’s Customer Intelligence Model

ORC International’s model captures customer intelligence through the measurement of four key factors:

External influences:
traditional communications, third party opinions as well as personal and external circumstances
Customer mindset:
goodwill which is earned over time and generates tolerance and forgiveness
Customer touchpoints::
the basics of products and services as well as how they are provided to customers
Customer intelligence:
the degree to which advocacy, loyalty to and dependence on the organisation or channel of interaction can drive service efficiency

Vast potential

Ultimately, the model looks beyond customer experience to explore a customer’s pre-event mindset and post-experience behaviour to take account of the wider continuum and the different factors that might impact a customer’s view. The Customer Intelligence Model allows organisations to:

Drill down into the finer details that impact the views and mindsets of customers
Clarify the influences on customer behaviour that ultimately drive organisational performance
Quantify goodwill toward and dependence on an organisation
Understand the varying needs of customer segments

ORC International's customer intelligence model