Helix™ Customer Experience Lab
Our Helix™ CX lab incubates, develops, and matures high-potential CX hypotheses.
Our work covers external audiences (the dynamics of how experiences are received and perceived) and internal practices (the dynamics of how organizations make decisions and deliver experiences).
Lab projects are run by a cross-entity community of passionate CX champions representing peers, industry, and academia.
Our purpose is to advance the collective practice of CX and elevate CX consciousness inside organizations, free from a commercial agenda.
Current Projects
Emotions
The study and application of emotions in business is nascent. The importance of emotions is gaining momentum, but how can emotions be driven into CX work?
Our work on this topic is focused on a) defining the set of positive and negative emotions at play so we can make emotions much more tangible, and b) allocating the range of emotions across the end-to-end customer lifecycle.
Current iteration of our Emotions Model:
B2B Tech Customer Experience Map
We have worked extensively in mapping the Enterprise Technology end-to-end customer experience globally, across customer industries, across technology categories. Much of this experience is the same no matter the technology, company size, market, industry, etc.
We developed our own CEM as a starting point for technology companies to use as the starting point for their mapping efforts.
Current iteration of our ETAC:
AI / Human Engagement
With all of the energy and promise that AI is bringing to companies, a key component of decision making around where and how to invest in AI is its impact on the customer experience and ROI of CX initiatives / operations.
Our interest is understanding how best to balance AI and human engagement, and how to leverage AI where it can add the most value to customer and business KPI’s.
Geopolitics + Macroeconomy
Companies continue to face market-changing geopolitical and macroeconomic dynamics in rapid fire succession. There is no steady state.
We seek to understand customers in different markets under different conditions, as well as the ramifications of the current geopolitical and macroeconomic environment on customer experience work in large organizations.