Customer Experience & Service Design Consulting Playbook
- Practitioner
- Intermediate
- Template Included
A framework for customer experience and service design consulting grounded in direct customer journey research — rather than internal stakeholder assumptions about pain points, which frequently diverge from what customers actually experience.
Isn't internal stakeholder input a reasonable starting point for
understanding customer pain points? It's a useful input but frequently diverges meaningfully from actual customer experience — internal teams often have systematic blind spots about their own processes, which is exactly why this playbook insists on direct customer journey research as the primary evidence base.
How much direct customer research is genuinely needed versus
relying on existing customer feedback data? Existing feedback data (support tickets, surveys) is a valuable starting point, but it's usually filtered toward customers motivated enough to complain or respond — direct journey research, even a modest sample, often surfaces pain points existing feedback channels miss entirely.
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