Every company says it cares about customer experience. Few can explain, with evidence, what their customers actually feel at each interaction, which experiences create lasting relationships, and where the gaps between intention and reality are costing the business money.
Customer experience management is the discipline of designing, measuring, and improving every interaction a customer has with your brand—across every channel, every stage of the customer journey, and every team that touches the experience. Done well, it transforms how people perceive your brand, how often they purchase, and whether they stay.
At Meraki Research, we help organizations build customer experience management strategies grounded in research, not assumptions. We have worked with brands across industries to develop CX strategies that are specific enough to execute, flexible enough to evolve, and rigorous enough to earn executive buy-in.
Our Approach: The CX Blueprint Method™
A strategy without research behind it is just a plan somebody liked. Our CX Blueprint Method™ builds your customer experience strategy on a foundation of evidence—what your customers actually think, feel, and do.
Phase 1: Experience Landscape Assessment
We begin with a comprehensive audit of your current customer experience ecosystem. This includes mapping every interaction point, reviewing existing data (satisfaction scores, NPS, complaints, behavioral analytics), and interviewing internal stakeholders across your company.
The goal is to understand where your organisation stands today—not where you think it stands. We often find significant disconnects between what leadership believes the experience is and what customers actually report.
Phase 2: Customer Evidence Gathering
We go directly to your customers and prospects with a multi-method research program. This typically includes:
- Quantitative surveys measuring satisfaction, effort, and emotional response at key interactions
- Qualitative depth interviews exploring feelings, motivations, and unmet expectations
- Customer journey research tracing how people actually move through your ecosystem
- Competitive experience benchmarking against the brands your customers compare you to
This is the heart of the engagement. Every recommendation we make traces back to something a real customer told us or showed us through their behaviour.
Phase 3: Experience Gap Mapping
We overlay customer evidence against your organizational capabilities to identify where the biggest gaps exist. These are not generic findings—they are specific moments in the customer journey where the experience falls short of expectations, ranked by business impact.
For example, a financial services client discovered that their onboarding experience was generating more negative sentiment than any other interaction—yet their CX investment was overwhelmingly focused on the contact centre.
Phase 4: Strategy Development
With evidence in hand, we build a customer experience management strategy tailored to your company. This includes:
- A CX vision statement grounded in customer language, not corporate jargon
- Strategic pillars tied to specific customer needs and business objectives
- A measurement framework linking experience improvements to revenue, retention, and brand equity
- An operating model defining roles, governance, and decision rights for CX across the organisation
- A phased implementation roadmap with quick wins and long-term capability builds
Phase 5: Activation Planning
Strategy documents do not change experiences. People do. We work with your leadership to build the internal case for change, identify champions, and design the activation plan that turns strategy into daily practice. This includes communication plans, training recommendations, and pilot programs to build early momentum.
When CX Strategy Research Is Right for You
This Service Is a Strong Fit When:
- Your company is serious about CX but lacks a cohesive, evidence-based strategy
- Multiple teams own different parts of the customer experience and there is no unifying framework
- You are investing in CX but cannot demonstrate ROI to leadership
- A major business change (merger, rebrand, digital transformation, new market entry) requires rethinking the experience
- Your customer experience management efforts feel reactive rather than strategic
This May Not Be the Right Fit When:
- You need a platform or technology selection—we are strategists and researchers, not system integrators
- Your CX strategy is solid but execution is the problem (we can help diagnose, but operational consulting is not our core)
- You are looking for a quick satisfaction survey rather than a comprehensive strategy engagement
If your need is more tactical—understanding satisfaction at specific touchpoints—our Customer Satisfaction Research (CSAT) or Net Promoter Score (NPS) programs may be the right entry point.
What We Deliver
A CX strategy engagement produces the evidence and the plan your organisation needs to move from intention to action.
- Customer Experience Audit Report — A thorough assessment of your current CX ecosystem, including internal stakeholder perspectives, existing data review, and competitive benchmarking
- Customer Evidence Report — Detailed findings from primary research with your customers, including quantitative metrics and qualitative themes
- Experience Gap Analysis — Prioritized map of experience gaps across the customer journey, scored by business impact and feasibility
- CX Strategy Document — The complete strategy including vision, pillars, measurement framework, operating model, and implementation roadmap
- Executive Alignment Workshop — A facilitated session with your leadership team to align on priorities, build commitment, and assign ownership
- Activation Playbook — Practical guidance for rolling out the strategy, including communication templates, pilot program designs, and success metrics
All deliverables are designed to stand on their own or integrate with your existing strategic planning process.
Industry Applications
Financial Services
Customer experience management in banking and insurance requires balancing regulatory requirements with customer expectations for digital convenience. We help financial institutions build strategies that improve experiences without compromising compliance.
Healthcare
Patient experience strategy must account for clinical outcomes, access, communication, and billing—each owned by different departments with different incentives. We create unified CX strategies that align clinical and administrative teams around common patient experience goals.
Retail
Omnichannel retail demands a CX strategy that works across stores, digital, and everything in between. We help retailers understand how their customers actually shop and build experiences that earn loyalty rather than just transactions.
B2B Services
Relationships drive B2B, and experience strategy must account for multiple decision-makers, long sales cycles, and ongoing service delivery. We help B2B companies design experiences that strengthen client relationships across every interaction in the customer journey.
Technology
Product-led growth makes every in-app interaction a CX moment. We help technology brands build strategies that align product, marketing, and support around a unified customer experience vision.
Hospitality & Travel
Guest experience spans pre-trip planning through post-trip engagement. We develop strategies that connect every brand touchpoint into a journey that drives loyalty, purchase frequency, and positive word of mouth.