Case Study - CXG

2024

A Closer Look At the CXG Customer Insights Practice

www.cxg.com

Start

By the end of this module, you will be able to:

• Describe the four types of research CXG’s Customer Insights conduct accurately to confidently articulate their core offerings.
• Explain the differences between qualitative and quantitative research methods used at CXG with examples to identify which approach fits specific client needs.
• Identify the impact of CXG’s research and insights on luxury brand clients so that you can appreciate the value CXG delivers in a competitive marketplace.
• Recognise real-life examples of CXG’s research practices across various industries to contextualize your role in delivering client solutions.

This module is specifically designed for new CXG team members who are onboarding and looking to gain foundational knowledge about CXG’s Customer Insights Practice.

What will you learn in this module?

Who is this module for?

This module provides an overview of CXG’s research methodologies and their impact on luxury brand clients. You’ll explore real-world examples and learn to describe our core offerings.

Welcome to CXG Customer Insights Practice Module!

Click the star for navigation instructions.

This training is organized into four interactive sections:

• Core Offerings: Learn about the four types of research CXG conducts.
• Research Methodologies: Explore the differences between qualitative and quantitative approaches.
• CXG’s Impact on Clients: Discover the key challenges CXG helps clients solve.
• Client Case Studies: Examine real-world applications of CXG’s research.

This module includes four main lessons, each broken into bite-sized segments of around 10 minutes. These segments are designed to be completed at your own pace.

How can you navigate this module?

How long will this module take?

Ready to explore how CXG transforms luxury brand experiences? Let’s begin with an overview of this training.

Overview

CXG’s Customer Insights Practice is powered by a talented, multicultural group of professionals working across international locations. Each member brings unique expertise and perspective, enabling us to deliver world-class research and insights to our luxury brand clients. To learn more about our team, click on the pins in the map below. Each pin represents a location where CXG team members are based.

A multicultural team

© 2023 CXG

Research conducted by CXG for internal communication and marketing purposes. Examples:

• Decoding Chinese customers.
• Understanding the journey of luxury customers.
• Insights into Chinese travelers.

Price collection of competitors’ SKUs in several markets, aimed at monitoring pricing strategies over time and understanding the evolution of prices across markets. It helps clients optimize pricing strategies with updated competitor data.

In house research

Unlike Ad Hoc research, a syndicated research always involves multiple clients. It is a research conducted and funded by CXG in an area of interest to multiple companies. Results are provided to all clients who purchase the report.

Price benchmarking

Tailored research program according to clients’ needs and objectives using qualitative (focus groups, in-depth interviews, shop along interviews) and/ or quantitative (online research, store/web intercepts) data collection methods.

Syndicated research

Ad Hoc Research

Discover how CXG’s tailored research programs empower luxury brands to make data-driven decisions. Each offering is uniquely designed to address specific client needs and deliver actionable insights. Click on each card below to explore CXG’s core research offerings.

Explore CXG’s Core Research Offerings

Apply What You’ve Learned!

01:30

Next

In the next slide, you’ll explore CXG’s research methodologies and discover how we tailor solutions to meet the unique needs of our luxury brand clients.

© 2023 CXG

Qualitative research

1:1 interviews

Shop Along interviews

Focus groups

Qualitative research helps CXG gain an in-depth understanding of specific topics or customer groups. This method involves spending time with a small number of participants to explore their thoughts, preferences, and behaviors deeply. Explore the diagram below by clicking on the teal rectangles. Each will open a window with detailed information.

Qualitative research: what is it?

Observation

Store Intercept

Quantitative research

Online Ad-hoc research

Quantitative research helps CXG validate and assess specific targets or topics by collecting data from a large sample size. This method is ideal for obtaining insights through structured questionnaires and systematic observations. Explore the diagram below by clicking on the teal rectangles. Each will open a window with detailed information.

Quantitative research: what is it?

Apply What You’ve Learned!

01:30

Next

You’ve explored CXG’s core research offerings and methodologies. Now, let’s take a closer look at how these insights solve the real-world challenges faced by luxury brands.

© 2023 CXG

Pricing Strategy

Brand Performance

Products

Store Environment

Loyalty

Omnichannel

Shopping Behaviors

Customers

We help luxury brands address their key challenges by delivering insights and actionable recommendations. Explore the critical areas where CXG’s research makes an impact. Click on each card to reveal how we solve these challenges.

How CXG Solves Key Challenges for Luxury Brands

Apply What You’ve Learned!

Next

Now that you’ve seen how CXG solves key challenges for luxury brands, let’s explore real-world examples of these insights in action.

© 2023 CXG

At CXG, we empower luxury brands to deliver exceptional customer experiences by transforming insights into impactful actions. This case study highlights how we supported a leading perfumes and cosmetics brand in enhancing their customer journey and outperforming competitors.Click the play button watch a video on the challenges they faced, the solutions we provided, and the measurable results that elevated their customer experience.

Case study: How CXG Transformed Customer Experiences for a Perfumes & Cosmetics Brand

Examples of insights

Case study: How CXG Transformed Customer Experiences for a Perfumes & Cosmetics Brand

Apply What You’ve Learned!

01:30

Thank you for your attention and dedication. Together, we’ll continue driving excellence in customer insights and shaping the future of luxury experiences!

• Apply Your Knowledge: Think about how these insights relate to your role at CXG.
• Stay Connected: Reach out to your team or manager with any questions or for further guidance.

• Gained an understanding of CXG’s core research offerings and their unique value.
• Learned the differences between qualitative and quantitative research methods with real-world applications.
• Explored how CXG solves key challenges for luxury brands through impactful insights and actionable recommendations.
• Recognized real-life examples of CXG’s work and how it transforms client outcomes.

Your next steps:

Here’s what you’ve achieved:

Well done! You’ve successfully completed the module on CXG’s Customer Insights Practice.

Congratulations on Completing the Module!

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Home

How to Navigate This Module

• Follow the order of the slides to access the content. Use the arrows at the center-right of the slide to navigate forward or backward.
• You can also use the three-dot menu at the bottom-right corner to view the page number and access all pages in this module.

Observation

Observation focuses on understanding customer behaviors and interactions within a store environment, without direct customer participation.

• Data is collected using a pre-defined observation grid, which serves as a structured template for recording customer actions and interactions.
• The sample size consists of at least 100 observed customer journeys, providing robust data for analysis.
• The duration of each observation varies depending on the length of the customer's shopping journey.
• Observers capture real-time behaviors, such as how customers navigate the store, where they pause, and which areas they interact with most.
• Insights include identifying "hot" and "cold" zones in the store, helping optimize layout and merchandising strategies.
• The observation grid is customized based on the store's floor map, ensuring that specific areas and behaviors are systematically monitored.
• Observers discreetly monitor shoppers from within the store, using a codified floor plan displayed on a tablet to record data.
• Customers are not informed they are being observed to avoid influencing their natural behavior.

Jane Schmo

Senior Customer Success Manager France

Justin Bridou

Customer Success Manager France

Jane Doe

Senior Customer Success Associate Paris office

Shop Along interviews

A two-part process involving a store visit (0.5 hours) followed by an interview (1 hour). Participants execute a purchase accompanied by the moderator. Right after the visit, the participants are interviewed face to face in a coffee shop nearby the store to provide feedback on their experience while memories are fresh. They are moderated in local language. The number of participants varies with a minimum of six, incentivized with gifts or monetary rewards.

Other features:

• Interviews are audio recorded.
• Clients do not attend the interviews

Does our store environment align with our brand’s intended positioning?

Store Environment

• Pre-test or validate store concepts and identify hot/cold zones.
• Optimize visual merchandising and customer exploration.
• Confirm if store conveys the brand’s intended positioning and define rooms for optimization.

How can we optimize pricing across markets?

Pricing Strategy

• Benchmark price positioning of key competitors.
• Optimize pricing strategies across global markets.

John Doe

Senior Customer Success Associate Shanghai office

Richard Roe

Senior Customer Success Associate Shanghai office

Jane Roe

EVP Hong Kong

What is our brand’s equity and positioning compared to competitors?

Brand Performance

• Explore brand equity, SWOT, and marketing mix.
• Evaluate key differentiators and understand brand territory in the competitive landscape.

How can we uncover luxury and premium brands’ customers’ expectations and experiences across all touchpoints?

Customers

• Gain an in-depth understanding of luxury and premium brands’ customers, exploring different targeted constituencies.
• Identify best practices and lost moments to bridge potential gaps.

How do customers experience our brand across different touchpoints?

Omnichannel

• Uncover overall touch points used across journeys and understand user’s experiences and expectations towards each.
• Benchmark services at touchpoints and understand their role in aligning with brand performance.
• Reveal gaps in user experience and boost brand perception.

1:1 interviews

Interviews last 45–60 minutes, with a minimum of six participants, incentivized with gifts or monetary rewards. Moderated in local language using a conversation guide based on open-ended questions. Conducted face-to-face (at respondent’s home or in a coffee shop) or via phone.

Other features:

• Audio recorded.
• Clients do not attend these interviews.

What drives or prevents customers from making purchases?

Shopping Behaviors

• Identify customer purchase journeys and quantify lost/gained opportunities.
• Define action plans to optimize conversion rates and boost sales.

Focus groups

Groups last 2 hours to allow respondents to stay focused and provide relevant answers. Each group consists of 5–6 participants, incentivized with gifts or monetary rewards. Moderated in local language using a discussion guide based on open-ended questions. Sessions may be conducted in-person (with one-way mirrors) or online via Zoom with simultaneous English translation.

Other features:

• Audio and video recorded.
• Clients can choose to attend in person or virtually.

Online Ad-hoc research

Online Ad-Hoc Research is a flexible and efficient method for collecting data from a large audience.

• Data is collected using an online questionnaire designed for a minimum sample size of 100 respondents.
• Questionnaires are short, lasting 8–15 minutes, ensuring respondents can easily share their answers within a brief timeframe.
• Respondents can complete the questionnaire at their convenience, increasing participation rates.
• Surveys are translated into the local language to ensure clarity and accessibility.
• Questionnaires are programmed using specialized software compatible with platforms like WeChat.
• Invitations are sent via email, phone, or WeChat links, maximizing reach to the target audience.

How can we build loyalty and strengthen customer relationships?

Loyalty

• Segment customers, identify personas, and explore loyalty program concepts.
• Pre-test program ideas and understand customer expectations.

How do customers perceive our products and collections?

Products

• Track brands’ collections and digital offerings, pre-test or validate new product concepts, and explore product appeal.
• Understand customer perceptions of products.
• Accompany our clients in their new product development process.

Store Intercept

Store Intercept is an effective way to gather real-time feedback from shoppers immediately after their in-store experience.

• Data is collected through offline questionnaires administered to a large sample size of at least 100 respondents.
• Each survey is designed to last 8–10 minutes and consists of closed-ended questions to ensure concise, actionable insights.
• Surveys are conducted right after the shopping journey while customer memories are still fresh, providing more accurate and relevant feedback.
• Questionnaires are translated and programmed into the local language for ease of use.
• Trained interviewers, equipped with tablets, are stationed at store exits to administer the surveys.
• Shoppers are invited to participate and share their feedback before leaving the store.