Use case
Customer experience research
Customer experience is how each stage of a journey actually lands, not a single score after checkout. Fieldwork runs AI-moderated conversations across the touchpoints you choose: Sofi probes vague complaints, connects patterns across sessions, and shows where ordering, service, or follow-up breaks down before churn follows.
Why journey insight is hard to maintain
CX teams inherit dashboards per channel: support, sales, product, stores. Each reports its own KPI. Customers experience one brand. Without connected qualitative signal, leaders debate which function owns a drop in satisfaction.
Traditional journey studies are project-shaped: expensive, slow, and out of date by the time results circulate. Fieldwork keeps conversations running so journey insight updates as operations change.
Which journey moments should you interview?
First visit or first order, when expectations form. Hand-off between digital and human service. Delivery or fulfilment, where promises meet reality. Renewal or return visits, when habit either sticks or fades.
Pick the stage tied to a decision you face this quarter. Expand the study when new breakpoints appear in the data.
What this looks like in practice
A multi-location hospitality group sees uneven review scores. Corporate suspects food quality; operators blame staffing. Corporate needs to know whether friction is in ordering, table service, or the follow-up experience after the visit.
They launch separate conversation cohorts by stage: guests who ordered online, guests who dined in, and members who received a post-visit message. Sofi asks what happened, where they hesitated, and what would bring them back sooner.
Themes show online ordering is clear, but wait-time communication erodes trust in the dining room. Follow-up messages feel generic. Operations invests in status updates and personalises the return offer. Scores lift at the sites that adopted the playbook first, giving leadership a case to roll out network-wide.
How Fieldwork supports ongoing CX programmes
Studies stay live while you learn. Send links after visits, embed prompts in the booking flow, or route cohorts from your CRM. Coverage maps show which journey topics are established versus still thin across locations.
Because Sofi moderates every session to the same plan, you compare waves over time without wondering whether a new moderator changed the data.
Frequently asked questions
How is journey research different from post-purchase feedback?
Post-purchase feedback captures one moment. Journey research connects ordering, service, delivery, and follow-up so you see where satisfaction compounds or breaks. Fieldwork structures topics per stage and compares patterns across participants.
Can multi-location businesses use Fieldwork for CX?
Yes. Brief Sofi on the journey you care about and recruit from the locations or segments you define. Themes highlight whether friction is systemic or isolated to certain sites, without flying moderators to every store.
Do we need a journey map before we start?
A rough map helps, but it is not required. Many teams start with a hypothesis stage, such as checkout or onboarding, and expand once the first wave shows where customers stall. The study plan can add topics as your understanding sharpens.
How does this complement operational metrics?
Operations data shows wait times, return rates, and ticket volume. Conversations explain what those numbers felt like to the customer and which moments drove the rating they left. Together they point to fixes with both ROI and empathy.
Can we embed interviews in the product journey?
Yes. Use shareable links after key events, or the Embedded SDK for in-flow prompts when behaviour happens. See the SDK product page for in-product patterns alongside standalone interview links.
Next steps: Fieldwork Interviews, Embedded SDK, and customer feedback conversations.