Customer journey research
Forum Research has extensive experience in customer journey research. The customer experience throughout the customer journey affects their loyalty to that organization. A well-designed customer journey is therefore of great importance. Forum supports organizations with qualitative needs research in the design of customer journeys, and deploys implicit customer experience research to evaluate and improve customer journeys on a continuous basis. We use neuroresearch techniques in both studies. We do this based on the knowledge that customers make choices based on their emotional experience of customer journeys. This emotional experience is formed in the subconscious intuitive brain.
Design the customer journey
When designing a customer journey, it is important to focus on the customer's needs. What need is the customer looking to fill? What is 'the job to be done'? By taking this as a starting point, the journey will be designed from a customer perspective, ultimately resulting in a better customer experience. To uncover the relevant customer needs, Forum Research uses qualitative needs research. Using individual in-depth interviews, we discover both the conscious and subconscious needs of the customer. We do this using methods that allow us to penetrate the subconscious intuitive brain, where customer needs are to be found.
Evaluate and improve the customer journey
When evaluating and improving customer journeys, Forum Research deploys implicit experience research, which allows us to measure the emotional experience of the customer journey, even on a continuous basis. The fact that emotions are a crucial factor in perpetuating or increasing customer loyalty is of great importance here. Nobel laureate Daniel Kahneman has scientifically demonstrated that a customer journey is not so much about the experience, but rather about the memory of that experience. Emotions determine what you do and do not remember. The stronger the emotion, the deeper the recollection is etched in the memory. The key is to avoid strongly negative emotions and consciously add some emotional spikes in the customer journey because those are the ones that stick. With our implicit experience research, we measure the emotional peaks and valleys and provide you with the necessary input to improve your customer journeys.