A well defined and pragmatic experience strategy is critical for any organisation intent on differentiating through high quality, consistent and brand aligned experience delivery. The Experience Strategy is your organisation’s North Star. It clarifies the ambition, defines the detail and helps the organisation understand and deliver at pace.

CapFeather brings best practice and prioprietary methods of customer experience research, design, planning and implementation to help organisations define and bring their experience ambitions to life.

Our approach is founded on the right level of insight and understanding, leverages co-design techniques to foster understanding and alignment, and delivers practical and pragmatic solutions based on the organisation’s situation and context. Importantly, this approach is valid across commercial and government enterprises alike, with a focus on building competitive advantage and delivering a positive return on investment.

Building your customer experience capability

Your current offer is the lifeblood of your organisation. You already have a team dedicated to each area of your business. They bring a wealth of expertise and understanding to your organisation. CapFeather brings proven methodologies for improving the core business into your team. We help you focus on a particular area to drive specific results. Working with us, your team builds their capability. Partnering with us at the execution stage helps embed new processes into the organisation and ensures your success.

The CapFeather team can help you across your customer lifecycle from acquisition, to engagement and retention. Our toolkit includes qualititative and quantitative research, Journey & Service Mapping, and the Lean CX Innovation Process. For organisations that already have enough customer knowledge, we use the Lean CX methodology, which enables us to design, market test and scale new CX initiatives at speed. We then help to build your organisational culture and capacity to deliver.

CapFeather’s expert team partners with you to help shape and deliver the right experience, working on six key levels:

1. Current State Experience Audit: understand what it is like to be customer today - in experience and value proposition terms.

2. Target State Experience Blueprint: define the target experience your brand needs to deliver.

3. Service Design: bring the target experience to life.

4. Focused Improvements: achieve ‘quick win’ CX improvement for immediate value gain.

5. VOC Program Design: ensure you have the right program design for your organisation’s unique needs, customers and interactions, before committing to expensive technology infrastructure.

6. Value and Prioritisation: determine the relative value and ongoing return of CX initiatives and measure their impact over time.

In as little as 7 weeks CapFeather can help your organisation develop a comprehensive customer experience plan, linked to value creation, including a prioritised implementation schedule to support execution.

Focus areas

Customer engagement

Do you already have customers, but the business is stalling? You need a new way to engage. Customer segmentation is a useful path to increasing engagement. We outline our approach in a paper targeted for the aged care sector however the thinking applies cross-sector: Not Everyone Wants Vanilla. What do we mean by vanilla? We are talking about the basic, one-size-fits-all offer that most organisations offer to clients. It is designed for the mass, not for individual tastes. It is good, and for many people, it’s what is needed. However there is a large segment of the market that want, and can afford, a more tailored offer. Some people would prefer - and go out of their way for - a locally made pistachio praline gelato, with chocolate sprinkles. We help you design an offer, tailored for what your customers really want, but that they might now be able to describe yet. We then help you test the new offer with your customers to make sure it works and will scale.

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Customer retention

Once a customer is with you, it normally takes a specific action or an external change to make them feel like they need to move. Moving takes effort. It is a choice that is expensive for your customer and for your business. Designing your offer and experience to lower the chance of customers moving away from you keeps your customer base stable. CapFeather uses the Lean CX methodology to help you design and market-test new engagement and retention initiatives with real customers. The most successful initiatives are then scaled inside your organization.

A well-known Australian wealth management organisation was facing substantial customer churn in a very competitive category. CapFeather helped the team identify the strategies and tactics to reduce the churn rate by 50%. It turns out that the most impactful initiative wasn’t a heavy technology investment or other major spend. And that’s the power of understanding what drives and motivates customer behaviour, and responding quickly based on that insight.

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