Improve usage and attitudes by creating an inclusive customer experience
How your brand is perceived and experienced by customers can change when seen through different eyes. What one group may see as positive could be meaningless, unpleasant or offensive to another. The question is: how do you ensure everyone, regardless of their age, gender, sexual orientation, culture, faith or impairment has positive attitudes and experience of your brand?
Understanding this is key to developing customer experiences that are tailored to different audiences, but also integrated and coherent.
Versiti specialises in conducting in-depth research and customer experience testing with diverse groups to yield the insights you need. We will shine a light on experiences of your brand’s touchpoints for customers from diverse backgrounds and help you create and implement an inclusive and successful customer experience testing strategy.
Shae Eccleston talks openly about her experience taking part in an online research community (run by Versiti) designed to better understand the experiences of LGBT and BAME cancer patients.
Working with and researching minority groups in the UK on issues relating to inclusion and diversity within the public and private sector has taught us many things. Here are a few of the key learnings, including the balance between individualist and collectivist cultures.
RNIB and Guide Dogs have a shared ambition to create a world where people who are blind or have a vision impairment can thrive in a world of diversity. However, they also face a common problem: the general public does not seem to know or care much about blindness.
In a global and more affluent world, ethnic minority women – with their diverse skin care needs and skin tones – have become a powerful economic force. They expect that beauty brands will recognise and value their beauty, understand their lifestyles and cater for their skin care and beauty needs. Over many projects, we helped Estée Lauder reap the benefits of these trends.
Macmillan Cancer Support knew that people living with cancer who are from minority groups (either from Black, Asian or minority ethnic (BAME) backgrounds, lesbian, gay, bisexual or transgender (LGBT), or aged 65 and over) tend to have poorer experiences and outcomes in cancer services. However, they lacked evidence and insight to identify specific needs and shape future support.
Store performance data revealed that some supermarkets in areas where there is a large ethnic minority population were not doing as well and others. Morrisons needed to understand the shopping behaviours of ethnic minority consumers to make sense of this evidence and rectify the problem.
Let's make this happen.