FlexMR Adds Second New Practice in a Month

In London, research agency FlexMR has launched a CX Practice, led by Charlotte Duff and bringing together consulting and technology to analyse customer data from multiple touchpoints. The news comes just three weeks after it added a consulting division called the 'Closeness Practice'.

FlexMR launched its <26757 in 2018 - an integrated platform bringing together its range of existing research tools and services; and in 2022 it added ActivateMR, which uses a variety of in-platform data collection sources to help researchers build collaborative, real-time dashboards. The 'Closeness Practice' launched in January and led by Danielle Wilkinson, aims to help brands bring real customer understanding directly into decision-making, via a portfolio of consulting services based on the principles of empathy and co-design.

Joining it this week is the FlexMR CX Practice, which the firm says has been developed around 'two critical pillars': context-sensitive data collection and rigorous attention to feedback loops., promising clients an understanding not just of what is happening across the customer journey, but also why, and what to do next. The new unit features dedicated CX specialists who support touchpoint mapping, programme design, technical implementation and ongoing evaluation; makes use of a recently launched CX Module on InsightHub; and promises to help clients develop CX programmes that 'prioritise response volume, depth and emotional insight.' The unit will use a natural, conversational survey interface, AI-assisted prompting and video feedback across key touchpoints, in order to increase engagement and capture richer narratives, while rule-based alerts, touchpoint-level tracking and team-level reporting will speed and clearer accountability.

Duff (pictured) comments: 'Not all CX programmes are created equal. How you collect feedback really matters. In our testing, we've found that a strategic mix of video response options and AI-supported prompting can increase response rates by around 10% and deliver a threefold increase in average word count. It's this qualitative depth that is often the unsung hero of CX feedback. Scores can highlight where attention is needed, but they rarely provide the context required to resolve issues effectively or understand what truly drives great experiences. That's where our expertise comes in.'

FlexMR CEO Paul Hudson adds: 'Customer experience only becomes a growth driver when it lives in decisions, not just dashboards. By combining human understanding with practical systems for action, our CX Practice helps brands keep real customer experiences front-of-mind as they make commercial, operational and strategic choices.'

Web site: www.flexmr.net/practices/customer-experience .