Savanta Adds CX Framework

London-based insights consultancy Savanta has launched a new customer experience framework which it says will help companies more accurately drive revenue growth.

Formed five years ago from the merger of four agencies within the Next15 group, Savanta offers clients a full range of intelligence services, including customised research and consulting solutions built by specialists from its Industry and Methodology Practices; data collection and analysis, with access to 100 million respondents through a proprietary technology platform; and intelligence products including the BrandVue and MarketVue reputation tracking solutions. The new framework forms part of the company's growing Experience portfolio, which helps client companies connect experience insight with commercial application and revenue growth, and includes Employee Experience, Customer Satisfaction (Loyalty), CX and user experience (UX).

The new CX framework is geared to building attitudinal loyalty - a customer's emotional attachment or commitment to a brand - and revenue per customer, driving business outcomes for both B2C and B2B brands. The framework incorporates the principle of 'customer closeness and magnetism' which the group says has been shown to drive increased spend.

Savanta says its Experience team will be led by Steve King (SVP, Experience - pictured), Chris Hall (VP, CX), and Elvin Tuygan (Director, UX); and will draw on global expertise from Dr Nick Baker (CRO), Kyle Gollins (EVP, Head of Americas, Commercial), Christian Wright (Senior Director) and Meaghan Willis (Director).

King says of the launch: 'Our customer experience framework allows organisations to drive business outcomes by incorporating the functional and emotional ways customers experience their brands on top of their existing customer research. While Savanta has always conducted a huge amount of exceptional CX and UX research, we are excited to offer something truly unique that combines our experience with the innovation of our validated offer... Developed following Savanta's acquisition of Motif research, [this] will help companies better understand and improve product and service experiences, journeys, and relationships, and help brands build long term loyalty and engagement that drives revenue growth, that goes beyond satisfaction and recommendation'.

The group is online at www.savanta.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.