New service to help firms boost customer experience

Shaun Cremins, vice-president of Royal Sutton Coldfield Chamber of Commerce, has launched CapstoneCX, a specialist customer experience service within his business, Capstone Strategic Integration.

Launching to coincide with World CX Day, CapstoneCX offers Voice of the Customer programmes, Video Experience Reviews, CX coaching and mentoring, training and development, and wider CX strategy and improvement work.

The Voice of the Customer service is being developed with North American customer experience technology provider boostCX, giving businesses access to tools that capture and analyse feedback at scale.

Shaun (pictured) said many businesses now collect more feedback than they can make use of, with reviews, surveys, complaints and comments arriving daily.

The harder part, he argued, is working out what it all means.

“I've spent a large part of my career looking at businesses from the customer's perspective, and one thing that continues to interest me is what happens after the feedback has been collected,” he said.

“It's relatively easy to produce a report or identify a score. The more difficult part is understanding what the insight actually means for the business and deciding what, if anything, needs to change.”

He added that technology can only go so far.

“Technology can help us listen to far more customers and identify things that might otherwise be difficult to see, but it doesn't replace judgement,” said Shaun.

“Someone still has to look at the insight, understand what it means in the context of the business and work out what is worth doing about it.”

Shaun said he has deliberately developed CapstoneCX as a specialist capability within Capstone Strategic Integration rather than creating a separate business.

“Customer experience doesn't happen in isolation,” he added. “It is influenced by the people, technology, processes and decisions that sit behind the experience a customer receives.

"Keeping CapstoneCX within Capstone means I can bring that customer perspective into the wider work I'm already doing with businesses.”

To find out more, contact Shaun on shaun@capstonestrategicintegration.co.uk