The CX practice will focus on context-sensitive data collection and attention to feedback loops, with the aim of helping brands to understand the customer journey and take action on any trends that emerge.

Charlotte Duff will lead the CX practice, and the practice will use the CX module on the FlexMR InsightHub platform in its work to help brands follow up on customer feedback.

Paul Hudson, chief executive at FlexMR, said: “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.”