Our projects

The Customer Experience and Insight (CXI) Research Group is a full-service research group that conducts leading-edge research which centres on customer experience to build customer-led strategy and innovation. You can engage CXI for trends, research, and insight on consumers, categories, industries and markets. Find out about our current research projects at CXI.

The Customer Service Experience: Aligning Channels with Evolving Consumer Expectations, Preferences & Behaviour

The Customer Service Experience: Aligning Channels with Evolving Consumer Expectations, Preferences & Behaviour

This paper discusses the future of customer service delivery on a mix of traditional and digital channels.
Inspiration Review: The Art and Science of Experience

Inspiration Review: The Art and Science of Experience

Our team follows the topics and trends that are changing the consumer landscape. Insights from 2019 are collated here, offering a snapshot of the year that was – and a glimpse of the trends already shaping the year to come.
Conversational experiences: The next CX

Conversational experiences: The next CX

Customer-facing organisations are now using chatbots and virtual assistants to create conversational experiences, transforming the relationship between brand and customer.
Driving product design: The firm-customer relationship in mass customisation

Driving product design: The firm-customer relationship in mass customisation

Mass customisation introduces new roles for customers by involving them in the design process. Understanding the complexities of how they participate in this process can help firms strike a balance between customer experience and organisational priorities.
Defining experience: Beyond experiential

Defining experience: Beyond experiential

The ‘experience economy’ is all around us, but what does it really mean for consumers?
Privacy in practice: Leveraging big data post-GDPR

Privacy in practice: Leveraging big data post-GDPR

Each year new technologies or trends are set to disrupt the sector, but this time those technologies have set in motion major policy changes that are forcing industry to rethink practice on a global scale.
Co-working spaces: From operational advantage to collaborative networks

Co-working spaces: From operational advantage to collaborative networks

Co-working is redefining the way we utilise physical space and share resources, creating networks of localised innovation and reshaping retail spaces in the process. Employees are adapting their expectations accordingly, something all employers need to be aware of as competitors in the ‘war for talent’.
Understanding customers: Creating customer personas through segmentation

Understanding customers: Creating customer personas through segmentation

Customer personas are a popular tool for today's marketers. They are a key building block for customer experience management and are used heavily in customer experience (CX) and user experience (UX) design, customer journey mapping, and design thinking.
Orchestrating experience - A holistic look at the customer journey

Orchestrating experience - A holistic look at the customer journey

For a long time, companies have emphasised maximising customer satisfaction in the moment of purchase, shifting their attention away from the bigger and more important challenge of designing and optimising the end-to-end customer journey.
Similarity over difference: How congruency in customer characteristics drives service experiences

July Nguyen, Carla Ferraro and Sean Sands

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Listen up: how to design soundscapes for a better customer experience

July Nguyen

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Brown is the new green

Lois Shedd

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What’s old is new again: the nostalgia trend goes way, way back

Lois Shedd

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Making CX magic: how creating magical moments and avoiding magical thinking can help you deliver excellent customer experiences

Lois Shedd

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More publications

Browse other CXI Research Group's publications written by the CXI team.

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Want to contact the CXI Research Group?

There are many ways to engage with us. Whether you’re a student, from the media or an organisation interested in our professional development and training programs or consulting services, contact us via cxi@swinburne.edu.au.

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