CX & UX

A customer-centric approach and understanding consumer behavior are critical for business success. Knowing and considering consumer desires, demands, and behaviors helps companies develop and improve relevant products and services, ensuring proper communication and effective, results-oriented relationships.

“ACT Research” offers companies an analysis of consumer behavior and attitudes, exploring what customers want, how they make decisions about purchasing products or services, and what superficial and deep factors influence their behavior, satisfaction, and loyalty to the brand.

Studying consumer behavior helps businesses determine where to focus more effort, what to prioritize, how to communicate effectively with potential customers, offer desired products or services, and increase operational efficiency.

In today’s world, one of the key factors for business success and sustainability is customer orientation—CX. In the post-pandemic period, brand loyalty increasingly depends on personal customer experience. Research by leading global consulting firms confirms that customer-oriented companies are 60% more profitable than those focused on other criteria.

“ACT Research” offers businesses a variety of methods and tools for studying customer experience:

  • Customer Segmentation — Identification of customer types based on qualitative and quantitative data, as well as psychosocial and economic characteristics.
  • Customer Journey Analysis — Examining the formation of relationships between the brand and the customer at all stages of brand development, including analyzing relationship dynamics, identifying weaknesses, and determining opportunities for improvement.
  • NPS (Net Promoter Score) — A brand loyalty index that measures customer interaction levels with the brand across different customer types and provides recommendations.
  • CSAT (Customer Satisfaction Score) — A satisfaction index reflecting the degree of satisfaction with services or products and helping identify the reasons for satisfaction or dissatisfaction.
  • Analyzing CX brings significant benefits to businesses. Understanding customer behavior, priorities, and experiences, as well as identifying weaknesses (Pain Points), enables companies to adapt their products and services to meet customer needs. Customer-focused strategic decisions enhance customer satisfaction and brand loyalty.

Ensuring customer satisfaction, gaining, maintaining, and increasing their loyalty are critical factors for business success. Satisfied and loyal customers are the best advocates for the company and brand.

“ACT Research” offers companies the determination of customer satisfaction and loyalty indices, considering both local traditional factors and internationally recognized approaches.

  • NPS Index — one of the most widely used indices in the world to measure consumer loyalty. Its advantage lies in its simplicity: with just one question, a company can determine the level of customer loyalty and satisfaction.
  • WOM (Word-of-Mouth) Index — measures consumer attitudes based on their willingness to recommend a particular brand or product. It evaluates whether consumer sentiment is positive, negative, or neutral.
  • CSAT (Customer Satisfaction Score) — an indicator of a company’s operational effectiveness. It measures customer satisfaction with products, services, or customer care. CSAT’s primary advantage is capturing the current level of satisfaction at a specific moment in time, although it is less suited for studying long-term sentiment.
  • SCI (Sustained Customer Index) — enables companies to segment their clients based on loyalty levels and develop tailored action plans for each group.

In today’s fast-paced competitive environment, it is essential to regularly measure and monitor customer satisfaction and loyalty indicators. This allows companies to stay informed, evaluate the outcomes of marketing campaigns aimed at improving customer loyalty, and take prompt and effective actions.

In the modern digital world, where people are exposed to vast amounts of information daily, studying consumer lifestyles is becoming a crucial component of marketing research. It helps businesses craft messages tailored to the lifestyle and interests of their target audience and offer valuable products and services.

ACT Research analyzes various aspects of customer lifestyles, considering business needs:

  • Demographics: age, gender, income, education, occupation, and marital status.
  • Psychographics: in-depth analysis of customer values, attitudes, beliefs, and interests.
  • Behavioral patterns: daily routines, shopping habits, brand loyalty, and product usage.
  • Hobbies and interests: leisure activities such as sports, reading, traveling, and more.
  • Information sources: media channels used, including social media platforms.
  • Technology use: devices used daily and their frequency of use.

 

Lifestyle research allows businesses to:

  • Create accurate customer profiles: By considering customer interests and priorities, businesses can design personalized products and services.
  • Effectively reach target audiences: Behavior analysis helps identify the right media channels for implementing targeted marketing campaigns.
  • Increase customer loyalty: Understanding lifestyles fosters stronger emotional connections with customers, enhances understanding of their priorities, and attracts a more loyal audience.

Understanding why customers leave is as important as researching loyal customers. A lost customer is a missed opportunity and revenue. Without proper analysis, companies risk repeating the same mistakes, leading to significant losses and decreased market share.

ACT Research offers in-depth analysis of customer churn reasons, including studying their behavior, attitudes, satisfaction and dissatisfaction levels, and perceptions of products and services.

Research findings enable companies to uncover previously unnoticed cause-and-effect relationships, address shortcomings that lead to customer loss, and develop strategies to retain customers and enhance loyalty, ensuring sustainable business growth.

To properly position a brand in the market and run an effective advertising campaign, it is crucial to determine the psychological profile of customers. For a brand to be appealing to potential customers, its characteristics must align with their internal interests and value systems.

ACT Research goes beyond standard segmentation approaches by offering consumer classification based on psychotypes. This is achieved using a unique tool developed by practicing marketers and Georgian researchers. The tool is based on globally recognized methodologies while incorporating the cultural nuances of Georgia.

 

A multidimensional segmentation approach involves:

  • Identifying consumer psychotypes.
  • Conducting secondary segmentation based on demographic, geographic, or behavioral traits.

ACT Psychographic Segmentation enables companies to identify consumer psychotypes, helping them adapt products and services effectively to different consumer groups and execute successful marketing campaigns.