The CX framework, which is part of Savanta’s ‘Experience’ portfolio, will introduce ways to build attitudinal loyalty and revenue per customer, which will support business outcomes for both business-to-consumer and business-to-business brands.

The new framework incorporates the principle of ‘customer closeness and magnetism’ and joins other Experience portfolio tools focused on employee experience, user experience (UX) and customer satisfaction.

The Experience team is led by Steve King, senior vice-president, experience, Chris Hall, vice-president, CX and Elvin Tuygan, director, UX.

King said: “Our CX framework allows organisations to drive business outcomes by incorporating the functional and emotional ways customers experience their brands on top of their existing customer research.

“While Savanta has always conducted a huge amount of exceptional CX and UX research, we are excited to offer something truly unique that combines our experience with the innovation of our validated offer.”