Context

Hatch had found a very cost-effective way to conduct continuous customer research – more or less by accident. Part of their original product service was to offer their customer a check-in call after a year of being with them. It was meant to create delight and make the customer feel special. When the UX design team reviewed their research strategy in 2022, they decided to give this product offering a spin.

Approach

From now on, each call became a source for customer insights on current research topics. Following a rough script, we took turns taking calls amongst the UX and CX team.

It was a great tool for creating customer empathy amongst the team and something we wanted to make accessible for the wider business. Leading the initiative at that time, I presented findings from the previous months and how we’d run the project. It was a fun and open invitation to everyone at Hatch to join and convinced the CEO to start taking calls, too.