Customer Experience (CX) Design & Optimization
Customer experience design for the digital side of your business. We map the journey from first enquiry through onboarding, self-service and renewal, find where customers stall or have to contact support, then fix it in the systems themselves: the website, the customer portal, the CRM and the automations behind them.
Stack & Delivery
What we build on, and how it runs.
Technology stack
How a CX engagement runs
- 1
Evidence
CRM records, support contacts, call data and analytics show where customers actually stall.
- 2
Map
The journey across every touchpoint, with the drop-offs and repeat contacts marked.
- 3
Measures
The numbers that will judge the work, agreed before anything changes.
- 4
Redesign
Flows, portal screens, messages and hand-offs redesigned for the stages that cost most.
- 5
Build
Changes shipped in the website, portal, CRM and automations, not left in a deck.
- 6
Re-measure
The agreed numbers compared with the baseline, and the next stage chosen.
Our Approach
Most CX work ends as a journey map. Ours ends in shipped changes, because the same team designs and builds the portals, CRMs, phone systems and automations a customer actually touches. We start from evidence you already hold, such as CRM records, support contacts and analytics, agree the measures before changing anything, and re-measure afterwards.
What's Included
Customer Journey Mapping
Every stage and touchpoint from enquiry to renewal, mapped from your own data rather than assumptions.
Onboarding Optimization
Sign-up, setup and first-use flows shortened so new customers reach value sooner and need less help.
Customer Portals & Self-Service
Portals where customers check status, download documents and raise requests without calling.
CX Automation
Status updates, reminders, follow-ups and routing sent automatically from the CRM at the right moment.
Support & Phone Experience
Queues, IVR menus and CRM screen pop designed so callers reach the right person with their history on screen.
Retention & Renewal Journeys
The renewal and account-review steps made visible in the CRM, with prompts before a customer goes quiet.
Related Services
What this is usually deployed alongside.
Relevant Work & Technical Detail
Assess how we approach this work.
Client portals vs customer portals
Which kind of portal a customer journey needs, and why the difference matters.
ReadA customer portal on an existing CRM
Adding self-service without replacing the CRM underneath it.
ReadSelf-service portal case study
Each tenant sees only its own calls and recordings, without contacting support.
ReadCustomer Experience Design FAQs
How is CX design different from UI/UX design?
UI/UX design improves individual screens and flows. CX design covers the whole journey across website, onboarding, portal, phone and follow-up, and decides which of those to fix first.
What do we get from a customer journey mapping engagement?
A journey map built from your own data, the stages ranked by cost to the business, the measures we will use to judge changes, and a plan to build them. The changes themselves can then be built by the same team.
How do you measure customer experience improvements?
With numbers agreed before work starts, taken from systems you already have: for example time to complete onboarding, support contacts per customer, portal adoption or renewal rate.
Do we need to replace our CRM, helpdesk or phone system?
No. Most improvements are made in the systems you already run, by redesigning flows and connecting them.
Can you improve the phone experience as well?
Yes. We design queues, IVR menus and CRM screen pop on FreePBX and Asterisk, so the phone journey matches the digital one.
Talk Through Your Requirements
Tell us where customers stall or contact support today: during enquiry, onboarding, self-service or renewal.
We typically respond within 4–8 business hours.