The consulting arm is designed to help brands build high performing customer experience feedback programmes that close the loop between data and action.
FlexMR, the global market research and insight agency, has today announced the launch of its new CX Practice – a hybrid consulting and technology offering designed to humanise customer data captured across touchpoints and turn feedback into meaningful, customer-centric action.
Customer experience has become one of the most powerful drivers of growth for modern brands. Research consistently shows that customers who receive excellent service spend more, remain loyal for longer and advocate more strongly, while poor experiences quickly erode trust, loyalty and revenue. Yet despite widespread investment in CX, many programmes fail to deliver impact. Too often, feedback is collected without sufficient context, and responses are not systematically addressed.
The FlexMR CX Practice has been developed around two critical pillars: context-sensitive data collection and rigorous attention to feedback loops. Together, these ensure brands not only understand what is happening across the customer journey, but why it is happening – and what to do next.
Leveraging the recently launched CX Module on the FlexMR InsightHub platform, plus the firm’s longstanding commitment to survey innovation – the practice aims to deliver CX programmes that prioritise response volume, depth and emotional insight. Programmes use a natural, conversational survey interface, AI-assisted prompting and video feedback deployed strategically across key touchpoints. This approach increases engagement and captures richer narratives, while rule-based alerts, touchpoint-level tracking and team-level reporting enable faster resolution, clearer accountability and more robust trend analysis.
Led by Charlotte Duff, the CX Practice provides clients with access to dedicated CX specialists who support touchpoint mapping, programme design, technical implementation and ongoing evaluation. Commenting on the launch, she said: “Not all CX programmes are created equal. How you collect feedback really matters. In our testing, we’ve found that a strategic mix of video response options and AI-supported prompting can increase response rates by around 10% and deliver a threefold increase in average word count.
It’s this qualitative depth that is often the unsung hero of CX feedback. Scores can highlight where attention is needed, but they rarely provide the context required to resolve issues effectively or understand what truly drives great experiences. That’s where our expertise comes in.”
At launch, the CX Practice will offer long-term, scalable CX programmes built on InsightHub, including access to the closed-loop CX reporting module. Together, these capabilities are designed to help brands move beyond monitoring to regular action – turning customer feedback into a sustained driver of growth.
FlexMR CEO, Paul Hudson, added that the launch reflects the firm’s continued commitment to Customer Salience and making insight matter, “Customer experience only becomes a growth driver when it lives in decisions, not just dashboards. By combining human understanding with practical systems for action, our CX Practice helps brands keep real customer experiences front-of-mind as they make commercial, operational and strategic choices.”
Find out more about the CXPractice at: www.flexmr.net/practices/customer-experience
About FlexMR
FlexMR rewires how business decisions get made. The award-winning market research and insight agency partners with ambitious brands to embed Customer Salience at the heart of organisational decision-making — ensuring customer understanding actively shapes strategy, investment and operational choices.
Blending decades of expertise with industry-leading technology, FlexMR moves organisations beyond knowledge production toward bespoke cultures of customer centricity that influence real behaviour. Through its InsightHub platform and consulting services, the firm keeps the customer present, prioritised and influential at the moments that matter most.
