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Customer Experience Research and Behavior Analysis Services

LRA, a Deloitte business

Gaining qualitative insight from the customer’s perspective, and validating through quantitative research, can deliver a better understanding of the customer experience. Customer research also makes it easier to see where specific actions might be needed to increase satisfaction and emotional connection—which in turn can drive loyalty, advocacy, share of wallet, and spend.

Our approach

LRA deep foundation in customer experience drives qualitative and quantitative insights into customer behavior and employee engagement. Ultimately, we identify specific actions that can improve key performance indicators (KPIs).

Qualitative research
Define the “ideal” experience from the customer’s perspective—basic requirements (table stakes), competitive differentiators (that set some companies apart from others), and value-adds (that no company is currently delivering).

Needs assessment
Design and deploy online surveys to prioritize customer needs and measure performance relative to competitors. This research is designed to answer the following questions:

  • How satisfied are customers with your brand and products relative to competitors?
  • What is most important to customers in attracting them and making them loyal?
  • How well does your brand deliver on the most important attributes relative to competitors?
  • How appealing and unique are new product concepts that you are considering?

Emotional connection
Identify the drivers of emotional connection to the brand.

Customer insight
Understand core customers and segments—their requirements, behaviors, demographics, and attitudes.

Track performance
Track performance over time to gauge the impact of improvement initiatives.

Real-time feedback
Drive connections through real-time feedback and immediate customer engagement.

Financial Impact
Assess the financial impact of strong customer relationships.

Customer-driven insights

We gather and interpret customer and employee feedback with the goal of increasing favorable customer perception, loyalty, and spend. Our Emotional Connection Model (ECM) allows us to identify which of your customers are connected, which aren’t, and which experiences can drive connection. Performance on the ECM is an effective predictor of customer behavior. A senior LRA researcher presents findings and works with you on action planning and recommendations.

We can help your organization:
  • Understand why customers come to you, why they stay, why they leave, and what it would take to get them to return
  • Prioritize performance improvement initiatives based on what’s important to your customers
  • Inform brand/quality assessment design with customer metrics
  • Assess employee engagement by department and supervisor, understanding impact on customer experience

Why LRA?

Our deep capabilities in design, deployment, and analytics gives you a competitive advantage in customer experience.

Ongoing collaboration
Periodic reviews allow us to help you address emerging challenges and drive continuous improvement. Our brand assessment programs evolve and adapt to help meet changing industry trends and needs, enabling us to develop long-term relationships with our clients.

Emotional connections
Improving the customer experience drives deeper emotional connections with a company/brand and increases favorable perception, spend, and loyalty.

Proprietary technology 
Our dedicated technology staff has developed a powerful quality management and reporting platform, enabling us to configure scoring, reporting, and dashboard views that speak to our clients.

Customer experience measurement

LRA provides a suite of services that brings an end-to-end view of your operations. We combine data and insights gathered from across the following dimensions:

  • Brand standards
  • Customer experience
  • Food and product safety
  • Loss-prevention security
  • Operational standards
  • Product placement
  • Regulatory
  • Site and property standards
  • Supply chain, procurement, service, and product quality
  • Vendor and partnership compliance

When combined with other brand inputs and research, these insights can provide a full picture of your brand performance delivery.

LRA named a 2018 Top 50 Market Research Firm by American Marketing Association (AMA)

LRA was recently named to the AMA Gold Report’s annual list of Top 50 Market Research Firms in the US. Rankings are based on revenue, major accomplishments in 2017, and key initiatives for the coming year. The Gold Report also examines trends in market research and the evolving industry landscape. Explore the full report.

For general inquiries regarding LRA, a Deloitte business, please contact

Get in touch

Paul D'Aloia

Paul D'Aloia

Deloitte Risk and Financial Advisory

Paul is the Deloitte & Touche LLP Risk and Financial Advisory global leader of Brand Operations Services, focused on managing brand and reputation risk with brand protection and customer experience me... More

Rick Reilly

Rick Reilly

Practice Leader | Deloitte & Touche LLP

Rick is the Risk Intelligence practice leader for strategy and research within Brand Operations Services in Deloitte & Touche LLP. He serves as a customer experience and brand operations advisor to la... More

Keri Calagna

Keri Calagna

Principal | Deloitte Risk and Financial Advisory

Keri is the US Strategic Risk Advisory and global Brand and Reputation leader of Deloitte & Touche LLP’s Risk Intelligence practice. With more than 20 years of experience providing risk advisory servi... More