Customer experience services

Define a clear CX strategy that connects customer needs with business objectives. We help you identify priorities, set measurable goals and build a roadmap for improving experiences across your organisation.

Understand what customers need, expect and experience through customer research, feedback, behavioural data and analytics. We turn these insights into evidence-based decisions that help you address friction and improve the moments that matter.

Map and assess customer journeys across digital and physical touchpoints to identify gaps, friction and opportunities for improvement. We help you prioritise changes that make interactions easier, create more connected experiences and support conversion and retention.

Create intuitive, customer-centred digital experiences that make it easier for people to find information, make decisions and complete tasks. We combine UX research, interaction design and behavioural science to improve usability, accessibility and customer confidence.

Discover more about our UX expertise

Improve the performance of your digital experiences through conversion rate optimisation, A/B testing and continuous experimentation. We identify what prevents customers from converting, test improvements and use the results to increase conversion and revenue.

Explore our CRO solutions

Build stronger customer relationships by understanding what drives satisfaction, trust and repeat engagement. We identify opportunities to improve experiences across the customer lifecycle, strengthen loyalty and increase customer lifetime value.

Make better use of your existing CX platforms and digital technologies. We help assess how systems, data and digital commerce capabilities support customer interactions, identify gaps and improve how technology enables connected customer experiences.

Turn your CX ambitions into a structured programme of improvements. We help establish priorities, align teams, define responsibilities and measure progress to build customer experience capabilities that can evolve with your business.

Create a clear customer experience strategy and roadmap that connects customer outcomes with measurable commercial goals and gives your teams clear priorities.

Gain evidence-based insight into your customers' needs, problems and behaviours through behavioural data, research and voice-of-the-customer insight.

Identify and test improvements across key journeys such as product discovery, checkout and service to increase conversion and customer loyalty.

We work collaboratively with your teams to share methods, challenge assumptions and build long-term optimisation capability across your business.

Track the impact of changes across measures such as conversion, revenue contribution, service costs, customer sentiment and customer lifetime value.

A CX partner helps organisations understand, design, improve and measure customer experiences across the customer journey. This can include CX strategy, customer research, journey mapping, UX, behavioural insight, experimentation, CRO and technology optimisation. A customer experience partner can also help connect these capabilities with wider digital commerce and business objectives.

Customer experience solutions are the strategies, services, technologies and processes used to improve how customers interact with a business. Whether implemented as a targeted CX solution or an end-to-end programme, they can include customer research, journey analysis, UX design, personalisation, CRO, customer feedback, analytics, CX platforms and other digital customer experience solutions.

A customer experience platform (or CX platform) is a technology solution designed to help organisations manage, understand and optimise customer interactions across multiple touchpoints. Depending on the platform, this can include customer data, analytics, feedback, journey management, personalisation, marketing, service and experimentation capabilities. The exact functionality varies between CX platforms and technology providers.

Customer experience covers the broader relationship a customer has with a brand across channels and over time. UX focuses on how specific digital experiences and journeys work, while CRO uses experimentation and data to improve performance. At Columbus, these disciplines work together to create more connected experiences and measurable improvements.

Customer experience can be measured using a combination of behavioural, customer and commercial metrics. These can include conversion rates, task completion, NPS or CSAT, repeat purchases, customer lifetime value and reasons for contacting customer service. Qualitative research and voice-of-the-customer insight can add context to the quantitative data.

Voice of the customer helps explain why customers behave as they do, rather than only showing what they do. Combining behavioural data with surveys, reviews, customer service feedback and user testing gives businesses direct insight into customer needs, problems and expectations, helping inform journey improvements and priorities.

Focused improvements to areas such as checkout, product discovery and customer information can often be tested within weeks. Broader changes across customer journeys may take longer to implement and measure. The timeframe depends on the challenge, technology environment, scope and optimisation approach.

Customer experience optimisation can take the form of a focused project targeting a specific journey or challenge, or an ongoing optimisation programme covering multiple areas over time. Costs vary depending on the scope, priorities, technology environment and level of support required. Once we understand your needs, we can provide a more accurate indication of the likely investment.