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Why CX Matters

Experience driven brands report improved customer loyalty, higher retention rates and improved advocacy.

Research consistently shows that customers who receive excellent service spend more, remain loyal for longer and advocate more strongly, while poor experiences quickly erode trust, loyalty and revenue. Yet despite widespread investment in CX, many programmes fail to deliver impact. Too often, feedback is collected without sufficient context, and responses are not systematically addressed. Leveraging the InsightHub CX Module, plus our longstanding commitment to survey innovation – we deliver CX programmes that prioritise response volume, depth and emotional insight. 

Expert Support

Our CX Programme managers support you throughout each phase:

Design

We map every touchpoint, channel, and experience that matters to customers. The programme is designed around real customer journeys, not internal processes, in order to truly understand the experience.

Implementation

We capture feedback across multiple channels, including journey intercepts, pop-up surveys or automated email/SMS sends are planned to help maximise response rates. We bring historic data or data from other sources together into the same spotlight.

Outcomes

We provide you with real-time reporting for decision-makers. Via the closed-loop system issues are tracked, addressed and communicated back so that you truly understand the experience across key segments and personas.

Closing the CX Feedback Loop

More responses, more detail, more emotion = increased volume of actions taken

How you collect feedback matters

Increase response rates by 10% with Conversational Surveys and reduce uncategorised data by 15% with PromptAI. Video Booth is used to see and hear the emotion from the customer to compel action.

Humanise your customers to drive action

A focus on KPIs and CRM databases can leave businesses at risk of viewing customers as numbers and transactions and not people; make customer experiences tangible through video.

Our CX Programme managers will utilise the InsightHub platform, which can be used to capture video responses, not just open-ended responses. The programme will humanise customers and make decision-makers see them as people, not numbers or transactions. 

Throughout the programme, a shared understanding of the customer to foster better alignment will be created, and an emotional layer will be built in to drive action.

Introducing our CX Practice Lead

Charlotte Duff is a former winner of the IIeX Europe Best New Speaker Award who has built over a decade of research leadership experience at FlexMR. Her work across a wide variety of sectors and projects is invaluable to developing successful CX programmes, and translating high quality feedback into real, actionable outcomes.

With over 15 years of market research experience in a number of roles, Charlotte's expertise in going beyond key metrics and humanising feedback to drive action is second to none.

Looking to understand why the way you collect feedback matters and how to deliver influencial outcomes? Charlotte can assist in shaping both new and existing CX programmes into a strategic growth engine for organisations.

Charlotte says:

"Not all CX programmes are created equal. How you collect feedback really matters. In our testing, we’ve found that a strategic mix of video response options and AI-supported prompting can increase response rates by around 10% and deliver a threefold increase in average word count.

It’s this qualitative depth that is often the unsung hero of CX feedback. Scores can highlight where attention is needed, but they rarely provide the context required to resolve issues effectively or understand what truly drives great experiences. That’s where our expertise comes in."

Humanise CX feedback with InsightHub

InsightHub is the agile research platform that empowers global brands to streamline, scale and supercharge customer insight. Built from the ground up to meet the needs of modern insight teams, InsightHub can centrally host surveys, long-term communities, dedicated panels and short-term projects all within the same easy-to-use space.

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FAQs

Read answers to the most commonly asked questions about the FlexMR CX Practice.

Does a CX Programme require an InsightHub licence?

In principle, our CX Practice supports the development of ongoing programmes built on the FlexMR InsightHub platform. These programmes take advantage of the platform's cutting-edge survey builder, which enables quant, qual and video data collection across touchpoints - plus dedicated CX reporting module that facilitates closed-loop action. For more information, or to speak to a member of the team - please send an email to enquiry@flexmr.net

What touchpoints can be integrated into the CX programme?

Our CX programmes are fed by surveys delivered at critical customer touchpoints. Surveys can be delivered by email, pop-up intercept or QR code. Additionally, the CX Module supports inputs from Google and Facebook reviews. Our team will work with you to map relevant touchpoints and design relevant feedback mechanisms.

How is AI used across the CX programme?

InsightHub offers AI to help you more easily manage your CX programme in a number of ways:

  • You can prompt respondents to give richer feedback in verbatim answers to surveys via the PromptAI tool
  • You can filter out poor quality survey responses using our Quality Score tool
  • Text questions can be linked to CX responses for sentiment-driven classification
  • Where you've captured more detail via video using the Video Booth question type in our survey tool, videos can be transcribed, analysed and summaries auto-generated in VideoMR

Why this CX Practice?

CX feedback is no longer a support function - it is a strategic growth lever. And humanising the data cranks that lever further. Brands that succeed in the future will be those that listen, act decisively, and design experiences around human needs rather than internal processes.

Get in touch

Got questions for us or simply want to know more? Schedule a call with our team of research experts to see how we can help you streamline, scale and supercharge insights.

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The value of CX feedback

What makes a successful CX programme? We unpack key components in this comprehensive whitepaper which explores the role of NPS, CSAT, closed loop reporting and more.

Coming soon

Why CX matters

Charlotte Duff outlines how to translate customer experience feedback into sustained, competitive advantage and the simple steps to unlocking customer-driven growth.

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