The Cascade of Choices methodology supports organizations in asking the right calibrating questions to define a CX strategy and related capabilities required for its implementation. Our journey mapping methodology considers individual customer journeys within the customer lifecycle. Paired with the Action Segmentation exercise, in which customer segments are identified and prioritized, organizations are urged to focus on certain segments, develop representative personas and elaborate on aspiring journeys that deliver positive experiences to the selected personas.

The strategy development exercise yields customer journey overview maps based on the customer lifecycle, a customer segmentation map with recommended segments to focus on, personas representative for focused customer segments as well as to-be journey maps with differentiated touch points, channels and communication items to generate a CX adjusted to each persona.

We have the right institutions and capabilities, such as visioning workshops led by the PwC Greenhouse, which are backed by proven frameworks and tools that help our clients clarify their ambition, define their CX vision and envision themselves in a future environment.

Besides a clear agreement on a vision, we jointly develop focus topics and actionable goals with the client and identify necessary core competencies for a successful implementation. Ideally, we support the client in defining a roadmap with initial focus areas to prioritize.

By applying tools and methods such as maturity assessments, customer journeys and experience mapping, we reveal the capability gaps and outside-in perception of organizations and point out alterations and capabilities necessary to reach the planned to-be state. Our benchmarking exercises as well as industry and competitor analyses help uncover aspirational industry standards and best practices. Our thought leaders, up-to-date flagship and industry studies as well as access to various market research tools support our activities. Our Center for the Long view brings capabilities to the table that lay out realistic scenarios that may have major impacts on enterprises in certain industries

Based on the type of engagement, we deliver maturity assessment reports, industry / competitor reports that point out our client’s current position and eye-opening as-is customer journeys, that reveal the real experience delivered to the customers. Where desired, we provide roadmaps with recommendations for action to the clients.

Besides more traditional research methods, such as surveys, interviews, store visits and focus groups, we also apply social media listening to gauge consumer sentiment, identify influencers and understand the consumers’ perception of the enterprise, product or service. Doblin, our internal innovation unit, leverages behavioral economics to understand the consumers’ behavioral drivers.

By applying different research methods, we are able to create and deliver insightful social listening reports, journey maps / experience maps, quantitative research reports, reveal subconscious consumer reactions in a natural environment and define customer segments and ethnographies tailored to our clients’ industries and target markets.