Synovate Customer Experience integrates a number of the company's existing services including: customer loyalty; employee engagement; performance tracking; mystery shopping; footfall and shopper behaviour analysis; automated collection of customer feedback; and customer experience management consulting.
Two new services will be included in the experience management portfolio -- ExM Customer, which identifies and prioritises the areas that drive customer loyalty, and ExM Tracker, a platform for tracking day-to-day customer contact performance in real-time.
Larry Crosby, chief loyalty architect of the new practice, said clients are increasingly looking for a more complete understanding of how they engage meaningfully with customers: "Synovate is uniquely placed to provide powerful insight and understanding into the many and varied touchpoints that shape how customers engage with brands, products and services in the market.
"Our vision is to be the undisputed global leader in customer experience measurement and management."