Customer experience
Customer experience shapes every interaction a person has with your organisation — digital, physical, and human. We map the full experience from the customer’s perspective, bridging the gap between what people need and what your operations deliver, then build measurement frameworks tied to what actually matters.
What customer experience is and why it matters
Customer experience is the sum of every interaction a person has with your organisation — digital, physical, and human. It is not a single touchpoint or channel. It is the full arc of someone's relationship with you, from first contact to ongoing engagement.
When customer experience works well, people feel understood. They move through complex processes without confusion. They trust that the organisation is working with them, not against them. We focus on:
- End-to-end journeys — understanding the full picture, not just isolated moments
- Emotional as well as functional needs — how people feel matters as much as what they accomplish
- Alignment across channels — so a phone call, a website visit, and an in-person interaction all tell the same story
- Measurable outcomes — tying experience improvements to things the organisation actually cares about
How we approach customer experience
We start by mapping the experience from the customer's perspective — then we connect it to the systems, processes, and people that deliver it. This dual lens is what makes our CX work actionable, not just aspirational.
Our approach brings together research, design, and strategy:
- Journey mapping — charting the real experience across every channel and touchpoint, grounded in qualitative and quantitative evidence
- Pain point diagnosis — identifying where the experience breaks down and why, linking customer friction to operational root causes
- Opportunity framing — prioritising improvements that balance customer impact with organisational feasibility
- Measurement design — building frameworks that track what matters, so you know whether changes are landing
From transport systems to aged care
We have shaped customer experience across sectors where the stakes are high and the systems are complex — public transport, financial services, aged care, and government. Each context is different, but the discipline is the same: understand people deeply, map the full journey, and design improvements that work within real operational constraints.
Whether we are helping millions of commuters navigate a fare system, supporting a financial services group to hit ambitious productivity targets, or improving how aged care providers are assessed, we bring the same rigour. We partner with organisations that recognise customer experience is not a surface-level concern — it is a strategic capability that drives trust, efficiency, and long-term outcomes.
When the Victorian Department of Transport needed to ensure their next-generation fare validators worked for every traveller, we brought diverse commuters into the testing process to shape a system that millions depend on daily.
A strategic lens on customer experience
Improving customer experience is rarely just a design problem — it requires understanding how an organisation's internal systems shape what customers actually encounter. The friction people feel is often a symptom of misaligned processes, fragmented data, or teams working to different metrics.
We help organisations see the connection between operational decisions and customer outcomes. By mapping the experience alongside the systems that deliver it, we identify leverage points where a single change can improve things for both customers and the people serving them. This strategic perspective is what turns customer experience work from a series of quick fixes into a lasting shift in how the organisation operates.
The McMillan Shakespeare Group needed to hit an ambitious 50% productivity target. We mapped the customer experience across their brands, revealing exactly where internal silos were creating friction for customers and inefficiency for teams.
Deepening the understanding
Some of our most important customer experience work happens in sectors where the people being served are navigating difficult, high-stakes situations. In aged care, disability services, and regulatory environments, the experience is not just about convenience — it shapes trust, wellbeing, and access to essential support.
We partner with organisations that want to go beyond satisfaction scores. We help them understand the moments that matter most to the people they serve, then redesign processes and touchpoints around those moments. The result is not just a better experience on paper — it is a measurable shift in how people feel about the organisation and whether they get what they need.
When the Aged Care Quality and Safety Commission needed to understand and improve the customer experience across the sector, we mapped the current state and designed a future-state blueprint to help the regulator better serve older Australians.
Experience that creates lasting change
Great customer experience work does not end with a journey map or a set of recommendations — it changes how an organisation thinks about the people it serves. We measure our impact not just in improved satisfaction scores, but in reduced call volumes, faster resolution times, and services that people can navigate without help.
The organisations we work with come away with more than a better experience. They gain a shared understanding of their customers, a clear view of where to invest, and the confidence to make changes that stick. When customer experience is done well, it becomes a strategic advantage — one that compounds over time as trust builds and operations improve.
We'd love to hear about your customer experience challenge.
