1. Outside In Customer Experience is a customer insight driven strategy consultancy based in
Sydney. We combine experience design and commercial strategy to provide retail solutions that
your customers want, your organisation can deliver quickly and easily and don’t cost the earth to
implement.
Today's retail environment is more competitive than ever before. With the rising adoption of
social media, mobile and global competition, the way customers shop and interact with retailers
has changed. The days of "brick-and-mortar" as an exclusive touch point no longer exist. In fact,
56% of all interactions are multi-channel. In today's world of commoditised products, how can
retailers get their omni-channel strategy right and capitalise on improving their customer
experience as the leading point of differentiation?.
Outside In CX, was launched with its purpose to develop for our client a high impact customer
experience strategy that drives loyalty, new customers and increases basket size.

2. How do Retailers identify and
systematically solve re-occurring
customer problems...

3. ...then build a business case to
eliminate them in four weeks
for less than $40,000?

4. Outside In Customer Experience
offer a five step approach that
make not so obvious customer
insights, obvious and fixable.

5. Organisations will often have market or customer research identifying WHAT the problem is. Outside-In CX will leverage this work and show you
WHERE the problems lay on the customer journey for each key line of business. Outside-In CX are experts in uncovering WHY issues identified are
problems and the underlying symptoms that need to be addressed to solve them. Together we we will work with you to discover HOW you go about
structuring the communications and staff to deliver superior and differentiated customer experience.
OUR APPROACH

6. We will conduct research focused on understanding how loyal your customers are to you
and what issues you need to address to further improve the experience for them.
OUR APPROACH
Rather than just asking customers for their score, our extended research gives
participants the means to really express what is on their minds and what you need to do
to improve. We ask your customers if they are open to a follow up Contextual
Customer Interview, which allows us to take their feedback and then dig deeper by
discussing it with them over a 10-15 minute phone call.
VALUE
It brings to the surface the emotional drivers behind the problem statements, enabling
staff to better connect with customers. This digs beyond superficial customer
statements to uncover why they feel this way and why it is important to them.
1. CUSTOMER SURVEYS

7. The customer interviews provides us with an opportunity to dig further into their
feedback. We speak with your customers to find out what is really on their minds and
what needs to be done to improve their experience with the service.
OUR APPROACH
At the end of the Qualitative Customer Research piece, we ask your customers if they
are open to a follow up Customer Interview, which allows us to take their feedback and
then dig deeper by discussing it with them over a longer 10-15 minute phone call. We
connect with your customers and give them the means to openly express themselves
by leveraging our expertise in guided story-telling.
VALUE
By digging beyond superficial customer statements we are able to uncover why they
feel a particular way and why a particular issue is important to them. It brings to the
surface the emotional drivers behind the problem statements, enabling staff to better
connect with customers. It provides a more emotional research tool than traditional
research approaches.
2. CUSTOMER INTERVIEWS

8. 3. CUSTOMER
JOURNEY MAPPING
We understand your customers’ current journey by analysing their experience step by
step, interaction by interaction, touchpoint by touchpoint. This will allow you to really
step into the shoes of the customer and see clearly the customer pain points and
opportunity areas.
OUR APPROACH
Customer interactions are mapped to demonstrate the touch points that are
preventing the delivery of a brilliant customer experience. Once the current touch
points delivering the current brand experience have been identified, we connect them
together in a simple visual representation that everyone can understand and use to
start delivering an improved customer experience.
VALUE
Understanding where the critical moments of truth in the journey are and
benchmarking performance at these touch points allows you to find opportunities for
both quick wins and longer term solutions to radically improve the customer
experience.

9. Features
The Customer Opportunity Optimiser helps us to identify, rank and evaluate
the importance of various product/service benefits or decision criteria across individual
customer segments or sections of the Customer Journey.
Undertaking this process ensures that you receive:
• A granular view of the market identifying what is most important to customer
segments
• An objective tool to compare segments and understand the effect of changes
to product/service benefits.
• A quantifiable and statistically robust recommendation on what ideas and
opportunities should be pursued and why
4. PRIORITISING
OPPORTUNITY AREAS
Features
The Customer Opportunity Optimiser helps us to identify, rank and evaluate
the importance of various product/service benefits or decision criteria across
individual customer segments or sections of the Customer Journey.
Undertaking this process ensures that you receive:
• A granular view of the market identifying what is most important to customer
segments
• An objective tool to compare segments and understand the e!ect of changes to
product/service benefits.
• A quantifiable and statistically robust recommendation on what ideas and
opportunities should be pursued and why

10. Our customer centred research uncovers deep insights into customer needs, perceptions,
experiences, motivations, and answers questions like:
๏ What are customers really trying to achieve?
๏ How are they trying to achieve this?
๏ What channels do they use and in what order?
๏ How are customers feeling while trying to reach their desired outcome?
A brand's real value is determined by the collective experience a customer has in dealing
with each interaction it has with your organisation. Only by mapping the complete
journey by touch point, can you truly appreciate the impact individual issues may have on
the overall customer experience.
A Customer Journey Map will track your customers’ interactions with your business,
highlight the critical moments of truth, measure the effectiveness of each and capture
the emotions of your customer across the entire customer experience.
5. OUTCOMES PRESENTATION

11. WANT TO KNOW MORE?
Contact us at info@outsideincx.com
or visit our website www.outsideincx.com.
Adam Townley
Head of Commercial Strategy
E: adam.townley@outsideincx.com
P: 02 8113 2311
Damian Kernahan
Head of Retail Experience Design
E: damian.kernahan@outsideincx.com
P: 02 8113 2311