Wouldn’t it be remarkable if everyone in your organization could understand what your customers actually think about your products, services and company?

Now they can with AboutFace’s proprietary customer experience research product, The Guestumentary™.

The Guestumentary™ is a video documentary, produced in a light-hearted, YouTube-style format that features a random representation of your actual customers responding to questions about the total brand experience.

What makes The Guestumentary™ so unique is our use of ideation in the formulation of the questions we ask .  By interviewing your customers immediately after an interaction with your brand and asking questions that challenge them to communicate their experience with your brand in terms other than the standard survey experience ratings like excellent, above average, average and so on, we  provide your organization with a visual, vibrant and unique insights into how your customers view your brand.

For example, one of the questions we typically ask is “If this brand was an animal, what animal would it be?” In asking this one simple question, our interviewer gets to the core of how your customer perceives your brand’s personality, behavior, characteristics and attributes.  Do they see you as a golden retriever, friendly and loyal, or as a wolf, solitary, aggressive and unapproachable?

Organizations use our Guestumentaries in a number of ways  – at in-house meetings and conferences, marketing research, employee engagement opportunities – to help their staff connect the dots between the experience they are providing to the customers and how that experience is actually being perceived.

Other questions in the Guestumentary™ include:

  • Are you loyal to this brand? Why or why not?
  • If a competitor had a 10% better price, would you defect?
  • If this business was a color, what would it be and why?
  • What do they do well?
  • If you are not loyal to this brand, what would it take to make you a long-term customer?
  • What is missing for you?
  • What stands out for you as a striking difference between this brand and its key competitor(s)

The Guestumentary™ brings your customers’ stories and experiences to life, allowing your people to understand what makes a difference. They make customer experience research less intimidating and more visually compelling for you and your team. The Guestumentary™ might prompt your team to think differently about new ways to become more customer-centric.