Hoed Customer Journey

Customer journey and how your customers interact with your business directly and indirectly is critical in driving improved value, repeat business and longevity of relationship.

There are two levels to the customer journey, the macro-journey and the micro-journey. Macro covers the broader ‘research, purchase, use, feedback’ whilst the micro level includes examples such as, a quick visit to the store, returning a product, calling support, those regular smaller interactions with the store or business.

To evaluate and/or map the customer journey the exercise must be completed from the ‘customer’s’ point of view, and NOT how the business expects the customer to use various processes or systems. Hoed can provide actual customer feedback to determine the path taken. This process will identify GAPs where there is no or conflicting messages and processes. Minimising negative customer experiences, through identification of key steps is vital.

The customer journey will build up a picture of the various ‘touch points’ the customer has with your business, which effectively become Key Result Areas (KRA’s). These become measurable and therefore manageable. Core purchase channels can be described as:
– Store
– Website
– Call Centre

This can be expanded to include:
– Marketing channels (email, postal, telephone, social media, blogs etc.)
– Order fulfilment (payment, delivery, returns etc.)
– Research channels (website, consumer forums, store, customer services, etc.)

Once the customer journey has been designed, test drive on a regular basis by ‘mystery shopping’. Hoed can assist with this as well.


To find out more, please contact the Hoed team to discuss your business requirements.


There are a variety of other services offered by Hoed Research, see below for examples:

  • Location Assessments (FTF) – covert face-to-face surveys
  • Audit & Compliance Checks – overt or covert assessments
  • Notified Assessments – overt measure of training success
  • Consumer Insights – product sales evaluation
  • Customer roleplay – for training purposes
  • BTB Insights – instore offering / promotional monies well spent
  • Merchandising – instore displays and merchandising
  • Telephone Surveys – customer experience
  • Web / Email Surveys – ease of use / response
  • Online Purchase – ease of use through to payment & delivery
  • Click & Collect – online purchase and store collection
  • Exit Interviews – visiting customer feedback
  • Net Promoter Score (NPS) – brand health check
  • BTB – Customer Experience Surveys – online via dashboard
  • Price Integrity – own or competitor pricing
  • Video Surveys – use of hidden video camera with audio
  • Audio Surveys – use of hidden audio recorders
  • Customer / Consumer roleplay – assist with training modules
  • Competitor Comparison Surveys – measuring the competition
  • Reveal Surveys – reveals for promotional purposes
  • Employee Satisfaction – direct feedback
  • Health & Safety – measuring compliance
  • Post Induction Surveys – measuring on-boarding success
  • Franchise Compliance Surveys – meeting required standards
  • Parallel Importing Surveys – illegal / copy product sales
  • Liquor, Tobacco & Gambling Compliance – standards & age restrictions
  • Loss Prevention Surveys – shrinkage appraisal
  • Best Shop Surveys – single brand or group competition
  • Real-time Customer Feedback – using Vigil Immediate

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