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Service Intensity - a new approach to Customer Experience

Service Intensity is the only research methodology to identify the three core components affecting a customer's perception of a service experience - rational input, emotional input and customer effort - and score them according to their relative impact on the service engagement.

This unique Service Intensity score translates into meaningful insight into customer behaviour and trends: how do your customers view their journey with your organisation? What areas require development?

How does Service Intensity work?


Three key psychological ingredients can impact a customer's perception of their journey with an organisation.  Via a two-stage calculation, Service Intensity weights these components according to their relative impact on the individual service engagement.

Stage one:

Respondents are surveyed according to these core components:
  • Rational input: how successful was the process? Did everything work as it should?
  • Emotional input: how well were you treated? Did you feel valued?
  • Effort: how much effort did you have to put into the engagement?


Stage two:

We employ Structural Equation Modelling to weight these components, enabling us to pinpoint which is of greatest importance to the engagement.  For example, rational input is likely to be more important for a customer looking to amend their policy details - how efficient the organisation was in performing a simple task - while emotional input is likely to have a higher weighting for a customer reporting a lost or stolen credit card - how the organisation dealt with a sensitive request.

The result?
A unique Service Intensity score for each service engagement, which helps organisations to understand the balance between rational, emotional and customer effort inputs in their customer exchanges, and tailor their service proposition accordingly.


Service Intensity is being adopted by a range of forward-thinking service-based organisations, either to supplement existing CSAT programmes or to implement new ones.

For more details, call Mark Long on 020 7400 1016 or 07966 454958.