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Tools of change

If you are looking to improve your customer relationships, drive up customer loyalty and lifetime value, and increase commercial revenue, CGA have a portfolio of services available.
We help you understand what matters most to your customers, where to invest your efforts to create competitive advantage, and how to plan for future market changes.

Our proven range of specifically designed services, from journey and experience mapping to leadership coaching, will ensure the successful delivery of your customer experience strategy.

Each of our programmes is bespoke; we work with you to understand your customer loyalty, conversion and retention targets, and then identify the right mix of services to address your specific programme objectives.


Heartbeat® is CGA’s proprietary methodology for providing in-depth insights on your customers’ experiences. Heartbeat® is the output of a structured customer research approach, that uses both qualitative and quantitative customer research to develop a granular level view of your customers’ experiences with your organisation.


It’s wise to have an objective understanding of your organisation’s strengths and weaknesses in customer experience maturity before embarking upon any change programme. With the help of our maturity audit tool we support you in identifying your true capabilities to ensure you’re ready to set off on your CX journey.

Customer experience and

journey mapping

Helping you understand exactly how the experience feels from the customer’s point of view, CGA’s experience and journey mapping approaches provide a clear view of your customer pain points, moments of truth and service improvement opportunities.

Customer experience


CGA have helped a host of organisations navigate their full customer experience transformation. Combining our Heartbeat® experience mapping approach with roadmapping, culture change design, ideation and concept development, we help organisations achieve their customer experience transformation ambition.

Customer insight, Research

and Analysis

If you are looking to increase customer loyalty and spend, you need to understand your customers’ drivers, wants and needs. Our insight and research team can provide you with detailed analysis of your customers, your competitive market position, benchmarking and future trends reports.

Voice of

the customer

To continue to drive customer value into your organisation, you need to understand what your customers think of your brand and your service. CGA can help you design an active customer listening programme that embeds solicited and unsolicited feedback into the heart of your business so you can react and respond at pace.

Customer satisfaction


We understand the value to be unlocked through better customer relationships, but we also understand the importance of accountability. We are hugely experienced at designing customer satisfaction measurement programmes and align these with internal business KPIs and finance targets for tracking and reporting progress.

Experience design and

process redesign

Consistent brand experiences build trust, leading to increased customer loyalty and spend. In order to deliver these, you need to align your processes and service offering with the promises you make. CGA use established redesign techniques to align your internal processes with your experience mapping to ensure you deliver the promises you make.



Your employees are critical to the delivery of your experience, building customer loyalty and managing customer relationships. CGA can help you understand your employees’ readiness to embrace a customer agenda. We can design your employee alignment programme and guide your organisation through its successful implementation, ensuring the right attitudes, values and behaviours are developed to deliver the desired customer outcomes.

Coaching and


Using a purpose-designed framework and established coaching techniques, CGA can provide you with a coaching-mentoring programme that will enrich your leaders, optimising their ability to navigate the business and their teams through your customer and/or employee transformation.

Heartbeat® Pulse

Pulse is key to understanding the realtime sentiment of your customer’s feelings towards your brand. It is an essential tool to monitoring if your customer change plan is delivering improvements, as well as making sure you remain relevant and on-brand.

Your Customer Agenda for Today, Tomorrow and the Future

No one delivers customer experience management with the clarity and authority of CGA. It is all we do and all we have ever done. With over 20 years of experience, we have learnt that our clients are looking for us to help them navigate,

  • Understanding the expectations of today’s customers
  • Defining their customer experience ambition and improvement programme for tomorrow
  • Designing their long-term transformation plan for the customer of the future.

“The retail pedigree of the CGA team is outstanding; deep understanding, extensive knowledge and experience. Very impressed by the customer experience models used to help shape culture change and drive customer engagement.”

Ken LeeGroup Marketing Director, Inchcape

We love talking all things customer and employee experience. If you’d like to understand how we can navigate your business through this world, get in touch.

Find us at CGA, The Granary, High
House Farm, Gomshall Lane,
Shere, GU5 9BU