Don’t just deliver, reward
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Good CX brings your brand promise to life. It translates your brand vision into action, time and time again. Repeat business is the most profitable, churn is expensive and word of mouth damages acquisition strategies. CX is critical.
CX isn’t just about the ‘what’ and ‘how’ of tangible touch points. It’s about understanding the why. It’s about unpicking the role that brand plays, mapping moments that matter and decoding the things that trigger positive emotions. It’s rewarding customers by delivering the promise you make. Meeting their expectations while not over investing.
To maximise ROI, brands need to balance customer expectations with investment in experience. This means navigating the fine line between under-delivering and over-investing to ensure both satisfaction and cost-efficiency. We can show you how.
CX isn’t just about the ‘what’ and ‘how’ of tangible touch points. It’s about understanding the why. It’s about unpicking the role that brand plays, mapping moments that matter and decoding the things that trigger positive emotions. It’s rewarding customers by delivering the promise you make. Meeting their expectations while not over investing.
To maximise ROI, brands need to balance customer expectations with investment in experience. This means navigating the fine line between under-delivering and over-investing to ensure both satisfaction and cost-efficiency. We can show you how.
How TRA applies the art of knowing people to CX
Feelings matter
People forget what you said but they don’t forget how you make them feel. Emotional experiences, especially at their peaks and troughs, forge lasting memories. Negative experiences create hard-to-change associations that influence future expectations. So, we map feelings around critical moments, providing focus for investment.
Experiences matter
People don’t experience things in a vacuum, we’re influenced by our expectations and level of uncertainty. Defining clarity around brand promise helps to solve feelings of uncertainty and set clear expectations.
So, we uncover the drivers of expectations and the triggers of uncertainty.
So, we uncover the drivers of expectations and the triggers of uncertainty.
Effort matters
Experiences require some effort and people seek to minimise effort. Customers exert effort into experiences as a fair investment for the end reward they seek. Often, it’s an emotional one. They want to see brands investing effort too. People value reciprocity, it raises their satisfaction with the experience.
So, we build mutual effort into the experience design and measurement process.
So, we build mutual effort into the experience design and measurement process.
Ease, effort and reward
Meeting expectations isn’t just one thing.
It’s an accumulation of how easy you made the experience, how much effort was required, how visible your effort was and how the reward felt.
Reward is important. Customer experiences need to be designed to deliver reward – which isn't always what you think it is. Higher order rewards leave stronger positive memories than base level rewards.
Some moments carry more weight than others. Some experiences offer tangible rewards, others don’t.
To navigate this complexity, our CX Framework considers ease, effort and reward. Ease is a process; effort is an investment and reward are the finale. It’s what we remember.
It’s an accumulation of how easy you made the experience, how much effort was required, how visible your effort was and how the reward felt.
Reward is important. Customer experiences need to be designed to deliver reward – which isn't always what you think it is. Higher order rewards leave stronger positive memories than base level rewards.
Some moments carry more weight than others. Some experiences offer tangible rewards, others don’t.
To navigate this complexity, our CX Framework considers ease, effort and reward. Ease is a process; effort is an investment and reward are the finale. It’s what we remember.
Meet our lead
Daniel van Vorsselen
CX Lead
Daniel is an experienced CX researcher and strategist, helping organisations drive customer outcomes through better collaboration and engagement. He has extensive experience across Financial Services, Retail, Automotive and Tech across Australia, NZ and Canada.
Contact Daniel →Clients we have successful
partnerships within this area.
partnerships within this area.
Tower Insurance
FarmSource
New Zealand Post
IAG
ASB
Watercare Services Ltd
BP
Forsyth Barr Investment Services
REA Group Ltd
Insights
There’s no point keeping our smarts locked away. Our content hub ‘Insights’ shares the ideas, frameworks and tools that we utilise in our work.
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