We offer CX consultancy, designing and optimising experiences on the dimensions that drive customer choice.
Most CX investment fails to deliver growth because it starts in the wrong place. Organisations map journeys, measure satisfaction, and fix friction. The work is competent. It just isn’t aimed at what causes customers to choose, which is why so many well-run CX programmes produce better experiences that don’t shift the dial.
We start differently. Before any journey map or improvement roadmap, we diagnose the causal drivers of customer choice. That diagnosis is grounded in Christensen’s Jobs to Be Done, the most rigorous framework for understanding why customers hire, fire, or never consider a business in the first place. It surfaces the functional, emotional, and social dimensions of the progress your customers are trying to make, as well as the forces that determine whether you’re in or out of the running.
From that foundation, we design experiences that target the dimensions that actually move behaviour, and build the measurement frameworks to prove they’re working.
Classic CX practice sits inside this approach: journey mapping, service blueprinting, qualitative research, and satisfaction measurement all do real work, but only when aimed at the choices that drive growth.
We meet clients where they need us. Some need the full diagnostic because they suspect their programme is making the wrong things better. Others have the strategy set and need rigorous experience design to deliver against it. Others have a specific service or touchpoint that isn’t performing and need help working out why. The frameworks are consistent. The shape of the engagement flexes to fit what the work actually needs.
The process below describes the full arc of how we work, from diagnosing the causal drivers of customer choice through to delivering and measuring experiences that move behaviour. Each step builds on the last.
Clients can enter the process at the point that fits where they are, whether that means starting with a full diagnostic, picking up from an existing strategy, or focusing on a specific part of the experience that isn’t performing.
We begin with a structured diagnosis of your customers’ Jobs to Be Done: the progress they’re trying to make, and the forces that determine whether they choose you, stay with you, or leave. This is the foundation everything else is built on.
Using the diagnostic, we develop a CX architecture that sets the vision, customer segments, experience principles, and a clear articulation of the future state. Journey maps and service blueprints follow from this, not the other way around.
We build a prioritised roadmap that focuses effort on the experiences most likely to move customer behaviour. Every initiative is tied back to the causal drivers identified in the diagnosis.
We rapidly prototype and test new initiatives using Lean Startup methods, ensuring they resonate with customers before investment is committed at scale.
We support the launch of validated experiences, working alongside delivery teams to ensure the intent of the design holds through to execution.
We put in place the measurement frameworks to confirm experiences are working, track performance against the causal dimensions identified in the diagnosis, and inform ongoing refinement.
Our approach is grounded in a small set of established academic and strategic frameworks. Jobs to Be Done, developed by Clayton Christensen, is our primary lens for understanding customer choice: why customers hire, stay with, or fire a business. The Four Forces of Progress, developed by Bob Moesta alongside Christensen, explains the competing forces that determine whether customers switch. Good Strategy, as articulated by Richard Rumelt, shapes how we structure recommendations and roadmaps. And Lean Startup informs how we prototype and test new initiatives before committing investment at scale.
These are not references we drop into proposals. They are the thinking that sits underneath every diagnosis, every experience design decision, and every prioritisation call we make.
Purple Shirt, our strategy and experience consultancy in New Zealand has developed two purpose-built tools that support the work. A Customer Journey Mapping application is a web-based platform that enables clients to map, manage, and maintain their customer journeys in one place, keeping the work live rather than locked in a document.
The Performance Framework is a structured scoring tool that makes improvement prioritisation explicit and defensible. It works by defining the performance dimensions that matter to a programme, assigning weights that reflect what different customer cohorts actually care about, and scoring how much any given improvement moves the dial.
The result is a ranked view of where effort creates the most value, and a clear rationale for every decision made.
Customer experience (CX) consulting helps organisations design and optimise the way customers interact with brands, all the way from first contact to long-term loyalty. It matters because a well-designed experience increases satisfaction, retention, and word-of-mouth, which directly impacts revenue.
We analyse your current customer interactions, identify friction points, and recommend practical changes that make every touchpoint easier and more engaging. This creates stronger emotional connections, which keep customers returning and builds long-term loyalty.
A customer journey map starts with understanding your audience, then plotting every step of their interaction with your brand. We capture pain points and moments of delight, then design targeted improvements so the journey is seamless from start to finish..
AI and digital tools can personalise interactions, predict customer needs, and automate routine processes. When used well, they free your team to focus on meaningful human engagement while improving speed, accuracy, and consistency.
For smaller businesses, customer experience strategy and consulting focuses on high-impact, affordable changes. We help you prioritise the improvements that deliver the most value without adding unnecessary complexity or cost.
Working with a top customer experience consultancy starts with discovery: understanding your customers’ needs through research, workshops, and reviews of your current experience. From there, we develop your CX architecture, including a vision, guiding principles, customer segments, and future state journey maps, all aligned with your business goals. Next comes planning, where we create a roadmap to improve existing experiences and identify opportunities for new ones. We then move into testing through an “experience incubator”, validating ideas quickly before committing resources. Finally, we deliver proven experiences and continue to monitor and refine them, so they stay relevant and keep delivering value over time.
A clear CX strategy ensures every part of your business works towards the same goal: delivering value to the customer. It improves consistency, builds brand trust, and makes decision-making faster and more aligned.
A top strategy consultancy like Elemental Concept brings an outside perspective, proven tools, and the experience of solving similar challenges across industries. This means you can move faster, avoid costly mistakes, and create a customer experience that sets you apart.
Book a 30 minute conversation with our CEO Bim, who can give you an honest read on where you are, and what matters next.