Service Research

A service is not just a sequence of functional processes — it is an experience the customer feels and remembers.
ACTR’s service-focused research helps you see your service through the eyes of your customers: how intuitive, accessible, and pleasant it is, where they encounter friction, and how you can make it more human-centric, seamless, and effective.

Strategic Relevance:

Service quality directly impacts customer loyalty and the likelihood that your customers will recommend you.
Often, it’s the smallest details that determine whether a customer will return or look elsewhere.

Monitoring your service gives you a clear picture — what you’re doing right, and where there’s room for improvement.

Core Insights:

  • To what extent your service meets customer expectations
  • Where customers encounter obstacles during the service process
  • What emotional impressions they form at different service stages
  • Which elements create a positive experience — and which detract from it

Business Impact:

ACTR’s service quality research provides you with a clear guide to what your customers are truly experiencing — and how to improve it.
Based on the insights, you’ll be able to:

  • Refine your service standards
  • Plan effective staff training
  • Strengthen customer loyalty and retention

Strategic Relevance:

Customers experience your service as a journey — from inquiry to purchase, usage to recommendation.
If this journey is confusing, difficult, or inconsistent, they disconnect.
Customer Journey Mapping gives you the tools to simplify, humanize, and optimize this journey — ultimately leading to higher satisfaction, stronger loyalty, and better business outcomes.

Core Insights:

  • How customers navigate the full cycle of your service — before, during, and after the main interaction
  • Which steps are crucial, and where users get stuck
  • Customer behavior, thoughts, and emotions at each touchpoint
  • How the experience differs across customer segments
  • What the emotional and functional experience looks like overall

Business Impact:

ACTR will help you build a clear visual map of your service, from the customer’s point of view — showing where impressions are formed, where people drop off, and where the improvement potential lies.
As a result, you’ll be able to:

  • Restructure your service to be consistent and customer-centric
  • Identify and fix pain points across the journey
  • Increase satisfaction, conversion, and repeat behavior

This research becomes your strategic tool for service transformation — enhancing user experience, improving performance, and building long-term loyalty.

Strategic Relevance:

If customer experience (CX) is a business priority, it’s essential to understand what “good CX” actually means — not in general terms, but specifically for your customers.
An effective strategy must be grounded in real expectations, behaviors, and needs — not just based on industry standards or assumptions.

Core Insights:

  • Whether your current CX strategy aligns with actual customer expectations
  • Which areas are strong and where strategic gaps exist
  • How your company’s approach to CX is perceived by customers
  • How CX needs and expectations vary across customer segments

Business Impact:

ACTR’s analysts will help you evaluate how well your CX strategy responds to real customer needs — and how to refine it to better reflect their values and emotional drivers.
As a result, you’ll walk away with a clear, action-oriented roadmap to make CX a true competitive advantage for your brand.

Strategic Relevance:

Customers may not remember every detail of your service — but they will always remember how it made them feel. Emotional tone plays a decisive role in whether a service is perceived positively or negatively.

Core Insights:

  • How your customers feel at each stage of service delivery
  • What triggers positive versus negative emotional responses
  • What emotional associations are linked to your brand and service
  • How emotional responses differ across customer segments

Business Impact:

ACTR’s emotional experience analysis reveals what happened and how it was perceived.
You’ll be able to humanize the customer experience, remove emotional barriers, and build more meaningful and lasting connections with your audience.