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

The best journey maps are produced from a customer perspective, not an organisation’s perception about what a customer experiences or wants. Observing and listening to customers, and ensuring we are doing so with a representative sample, gives us confidence we are capturing the objective customer experience.

To achieve this, Forethought has a team of highly skilled qualitative researchers and consultants who are experts in research design across complex and varied industries and environments. We deploy a range of techniques in various qualitative settings to build a robust view of your end-to-end customer journey.

Our journey mapping techniques include:

  • Observational / ethnographic research within your target audience’s native environment
  • In-the-moment interviews
  • One-on-one depth interviews
  • Group-based interviews and activities
  • Accompanied experiences

We enhance our understanding by leveraging your existing organisational data and insights, as well as interviewing / observing customer-facing team members, providing a 360-degree view into the world of your customers. Once your customer journey is mapped, Forethought quantifies the hierarchy of importance of all touchpoints, empowering you to prioritise customer-centric investment and drive a positive business outcome.

Outcomes

Know where
to invest

Improve retention
and advocacy

Reduce cost to
serve

Drive sales
conversion

DRIVING NPS

DRIVING COMMERCIAL VALUE

MOBILISING CX CHANGE

Customer Experience

Brand

Communications

Marketing Strategy