Building an experience that matters, both now and in the future

To drive business growth, customers must be at the centre of your decision-making, with strategies in place to deliver a positive experience at every touchpoint. At Forethought, we help you design and augment experiences that matter, returning a clear customer and commercial result.

We use a human-centred approach to Map, Model and ActivateTM your customers’ ideal experience, as well as screening business innovations to ensure they drive a worthwhile business return – Retention, Advocacy (NPS), Uptiering and/or Cross-Selling. Our areas of expertise are each underpinned by empirically-based insights, analytics and customer frameworks for innovation.

MAP

Helping you understand your customers’ end-to-end journey, including their goals, behaviours, feelings and pain-points.

MODEL

Developing a prioritisation framework for your CX investments, leveraging advanced analytics that link CX to a business outcome.

ACTIVATE

Mobilising CX change through:

  • CX Strategy Development
    Supporting you to design and activate customer-led innovations that are commercially viable and supported cross-functionally by the organisation.
  • CX Initiative Optimisation
    Delivering customer test-and-learn research to determine how to drive the desired behavioural change.

JOURNEY MAPPING

JOURNEY MAPPING

Our journey maps provide an end-to-end view of how customers navigate and experience your organisation in their quest to achieve their goals. The maps visually depict your customers’ behaviour at every touchpoint: their motivations, expectations, behaviours and pain-points. At Forethought, we map your journeys and model your hierarchy of drivers, resulting in a prioritisation framework for effective business investment.

DRIVING NPS

DRIVING NPS

Forethought designs robust NPS programmes and embeds them into your organisation. While we help you measure your NPS and generate closed-loop feedback to initiative effectiveness, we set ourselves apart by also determining what drives NPS and commercial outcomes to inform business priorities. It is only at this intersection that you can confidently action change that will have a positive business outcome.

DRIVING COMMERCIAL VALUE

DRIVING COMMERCIAL VALUE

To ensure sustainable commercial growth, you must improve the lifetime value of your existing customer base. Forethought can help you diagnose where your priority focus should lie – i.e. stemming defection, driving retention or increasing share of wallet – based on both the health of your customer relationships as well as your commercial metrics. Only then can you determine the key CX, behavioural and attitudinal drivers of your desired outcome, identifying where improvement initiatives are best channelled.

MOBILISING CX CHANGE

MOBILISING CX CHANGE

To successfully drive CX change, you must narrowly focus on investing in the drivers of customer and commercial outcomes, and rally the organisation around this focus. High-impact initiatives anchored on addressing prioritised customer needs, and sustained momentum and discipline in CX improvement initiatives, are also critical. At Forethought, we support you to realise these ambitions, achieving internal alignment on strategy development and catalysing action.

IMPROVING CEX ROI

Diane Shelton explains CEX platforms provide brands with rafts of data yet potentially dilute CEX effectiveness as rafts of initiatives are created to fix all the squeaky wheels.  In contrast,  behavioural insight from Marketing Science – why and how consumers choose – provides a hierarchy of impact, allowing Management to sharply focus on the priority drivers of CEX for greatest impact on retention, loyalty and uptiering to drive strong ROI.

Interested in how we can help with your specific growth challenge?

Take a look at What We Do.

Customer Experience

Brand

Communications

Marketing Strategy