Research company Synovate launches new programme designed to boost customer ties

The scheme will use the firm's capabilities in a number of areas: customer loyalty and employee engagement and performance tracking.

Two new offerings are leading the roll-out of products and services under the Experience Management (ExM) portfolio, in which it has more than 20 years of experience, it said.

ExM takes an overall view of "total customer experience" to identify and prioritise the specific areas that drive customer loyalty and ultimately affect a brand's profitability.

Another product is its ExM Tracker, a platform for tracking day-to-day customer-contact performance in real time.

Underpinning these schemes are several other practices, said Brent Stewart, Synovate's executive sponsor.

"Our clients' needs can generally be classified as one of the following: build powerful brands that command a premium in the marketplace, create and market products that sell, and develop profitable relationships with customers," he said.

Stewart said the interaction accounted for the value proposition offered by all businesse.