What is customer strategy?

Customer strategy involves systematic planning and execution of initiatives to improve the overall customer experience (CX) and enhance customer satisfaction, brand loyalty, and business performance. It includes identifying crucial customer touchpoints, then devising and executing strategies to optimize them.

Why is CX strategy important?

CX strategy is essential because it systematically enhances the customer experience (CX), which in turn boosts customer satisfaction, brand loyalty, and overall business performance. By focusing on crucial touchpoints, businesses can create more meaningful and impactful interactions with their customers.

What does a CX consultant do?

A CX consultant helps organizations systematically improve the overall customer experience (CX) by identifying key touchpoints and devising strategies to enhance them. This role involves planning, testing, and executing initiatives aimed at improving customer satisfaction, loyalty, and business performance.

How does Purple Shirt approach CX strategy?

At Purple Shirt, as a dedicated CX Agency, we follow a personalized three-step approach to CX Strategy: 1. Identify: We pinpoint the specific customer experiences that require improvement. 2. Design, Test, Refine: Using human-centered design principles, we refine these experiences to ensure they resonate with your customers. 3. Deliver: We implement the newly designed experiences to enhance customers’ perception of your organization, products, and services.

Why choose Purple Shirt as your CX consultant?

At Purple Shirt, as a dedicated CX Agency, we follow a personalized three-step approach to CX Strategy: 1. Identify: We pinpoint the specific customer experiences that require improvement. 2. Design, Test, Refine: Using human-centered design principles, we refine these experiences to ensure they resonate with your customers. 3. Deliver: We implement the newly designed experiences to enhance customers’ perception of your organization, products, and services.

Experience Design: UX, Service & Product Design

Large group of people, standing in almost two different groups, interacting with post it notes on the wall as the converse.

Home

From evidence to experience

Our design work starts with the evidence from Elemental CX, our approach to diagnosing what causes customers to choose, stay or leave. That evidence shows which parts of an experience will change behaviour, so design effort goes where it makes a measurable difference.

Experience Design is where that understanding becomes something people use: a digital product, a service, or a new way of operating. When it is time to build, our Engineering team works from the same evidence, so the design intent holds through to release.

What we do

UX research and design

Senior researchers and designers who balance what your customers need with what your business needs. We research, design, prototype and test digital products, from complex B2B and operational software to consumer apps. Our designers use AI to explore and test ideas faster, often prototyping in working code rather than static screens.
Learn more about UX research and design
Service and operating model design

We design how a service works end to end, across channels, people, systems and handoffs. This turns customer experience intent into operational decisions: who does what, where the handoffs sit, what systems support the work and how success is measured. It is how organisations make sure the experience they designed is the one customers actually get.
Employee experience

New ways of working succeed or fail on whether the people inside them adopt them. We co-design employee experiences, operating models and change with the people who will do the work, and design for adoption from the start rather than adding a change plan at the end.
Learn more about employee experience
Product strategy

The hardest part of a digital product is working out what it is for, who it is for and what to build first. We define the problem worth solving and the smallest version of the product that will solve it, then use real use to decide what comes next.
Design systems

Design systems give product teams a shared set of components, patterns and standards so they can design and build consistently at scale. We build design systems that work across complex product suites and lift the design and development capability of the teams who use them.

How we work

The process below covers the full arc of our design work. Clients can start at whichever step fits where they are.

Start with the evidence

We begin with what drives customer choice, either from an Elemental CX diagnostic or from research you already hold, and agree a clear definition of the problem worth solving.
Understand the people and the context

We research with the customers who will use the experience and the staff who will deliver it, and map how the work happens today.
Design with the people involved

We develop concepts with customers and with the teams who will deliver the service or product, which surfaces the constraints and informal practices that documentation misses.
Prototype and test

We test ideas with real users before investment is committed, using Lean Startup methods to learn quickly and cheaply.
Hand over for build and adoption

We work alongside our Engineering team or your own delivery teams so the design holds through to release, and design the transition and support people need to adopt it.

Evidence based Experience Design

From evidence to experience

What we do

UX research and design

Service and operating model design

Employee experience

Product strategy

Design systems

How we work

Start with the evidence

Understand the people and the context

Design with the people involved

Prototype and test

Hand over for build and adoption

FAQs

Our work

Transforming Temporary Traffic Management

University of Waikato: Student Support Services, Service Model Design

Digital interface for wheel loader operators

Digital strategy for the University of Canterbury

Airport operational software

AT Mobile

Transforming Temporary Traffic Management

University of Waikato: Student Support Services, Service Model Design

Digital interface for wheel loader operators

Digital strategy for the University of Canterbury

Airport operational software

AT Mobile

From evidence to experience

What we do

UX research and design

Service and operating model design

Employee experience

Product strategy

Design systems

How we work

Start with the evidence

Understand the people and the context

Design with the people involved

Prototype and test

Hand over for build and adoption

FAQs

What is experience design?

How does experience design relate to Elemental CX?

What is the difference between UX & service design?

Can you build what you design?

Can you work alongside our in-house design team?

Our work

Transforming Temporary Traffic Management

University of Waikato: Student Support Services, Service Model Design

Digital interface for wheel loader operators

Digital strategy for the University of Canterbury

Airport operational software

AT Mobile

Transforming Temporary Traffic Management

University of Waikato: Student Support Services, Service Model Design

Digital interface for wheel loader operators

Digital strategy for the University of Canterbury

Airport operational software

AT Mobile