Customer Experience | Our Services | Ruby Cha Cha

Customer Experience


Customer experience is an area that has met with significant change. Due to technology and the internet, goods and services can be bought at the click of a button.

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From any location at any time, companies find it much tougher to have personal relationships with their customers or simple face-to-face interaction and conversations.

Developments in the online shopping experience, in store retail and the use of loyalty cards means that retailers and consumers both stand to gain more rewards, sometimes at the expense of the relationship between the two.

In today’s service experience, customers readily provide personal details, such as email addresses, phone numbers, date of birth and other important information to businesses in return for offers and exclusive deals, or just to access the service or product.

However, many consumers are over being message and bombarded with offers, and poorly targeted mass marketing means that customers are increasingly looking for brands and companies that offer a personalised approach.

Consumers want a tailored service to meet their specific and changeable needs, more than that, they expect it.

Personalisation is a growing trend, a backlash to mass marketing approaches. Trying to target everyone or too many segments, means that you are not focussed and customers feel that too. They miss the personal interaction and understanding that comes from a brand or company seeing their unique needs or moments of truth, and companies need to work harder to individualise and personalise experiences.

We are also in the era of the aggregator.


The consumer benefits from simplification of market offerings, prices and value adds, but there is rising scepticism as to who is behind these offerings and if there isn’t better deals out there. Hotels, for instance, are doing well at getting customers to come direct to them for better deals than the aggregators can offer. The game to be played for service companies is how to demonstrate better value, through direct-to-customer marketing.

When customers are presented with a tailored customer experience, it has been found that customer retention can increase by 5%.

✓ Personalised information on products

✓ Relevant services and offers

This is critical in a time where customer retention, loyalty and advocacy are more difficult to attain than ever.

Technology can help us with this increase in demand for personalisation.

Real-time data derived using big data analytics tools allows businesses to gain unique and valuable insights into consumers, enabling them to tailor products, offers and communications.

Social Listening Tools

Can help in monitoring social media channels to capture mentions of a brand, topic, competitor.

✘ Skim the surface level rather than providing deeper, more tangible and interpreted insight for action.

✘ Can send you down rabbit holes.

Big Data Analytics Tools

Analyse tens of thousands of data points, including social media and third-party consumer data.

Provide real-time information about consumers individually in order to enable more informed business decisions.

✘ Lack good interpretation skills and the power of qualitative analysis and qualitative overlays to really make them work for a company.

But these tools don’t answer the ‘Why?’ question.


Businesses need to move beyond reliance on big data alone to help.

That’s where we come in. Ruby Cha Cha uses bricolage methodologies to help you connect with consumers to improve customer experience. For the new world we live in, it is not enough to rely on what they bought last, or what other people in that age-group and location are buying. It’s simply not accurate or personal enough in anymore. We aim to:

  • Better understand the consumer in the moment, at the time of their decision making.
  • Their motivations and drivers.
  • What they really want or need next.

Open consumers are likely to be the first on board when you launch a new product or service because of the novelty and innovation, but also the least likely to be brand loyal, so they may need additional rewards or incentives.

So how can you manage the customers beyond the pathway to purchase?

Qualitative insight and bricolage methods can help companies to target consumers with more personalised communications and offers based on their preferences and understanding of what consumers really want, at specific moments of truth on the pathway to purchase.

The ability to deliver a consistently personalised, on-brand customer experience for each customer, including personalised offerings across key channels is table stakes for customers and prospects today.

Ruby Cha Cha can help you to understand:

  • When a consumer is most likely to be receptive to your advertising.
  • How they’d prefer to be contacted.
  • Whether they like options or not.
  • What products they might be interested in and when.
  • Segmentation and targeting ads to those available segments.
Check out our case studies to learn more.

Get in touch with Ruby Cha Cha

Get in touch with Ruby Cha Cha