In today’s highly competitive world, businesses are faced with sophisticated and extremely demanding consumers. It is important for brands to understand both consumer needs and behaviour in order to gain critical competitive advantage and to cater to the needs of current and future clients. Being top of mind among consumers while continuing to be a challenge, consumers have placed increased pressure on businesses to provide engagement value for every rupee spent.Given this, businesses need to identify and understand in depth, what is it that influences consumer perception and behaviour and why.
Customer Insight from contextual,behavioural & transactional data therefore becomes a strategic imperative.
Customers don’t buy products. Customers buy solutions that will enable them to get one or more of important jobs they need done in their lives. Our unique expertise in utilizing advanced statistical modelling for quantitative data in tandem with behavioral ,cognitive , non concious & anecdotal qualitative information allows us to uncover for you, your customers’ ‘Job-to-be-done’, providing a key insight for lasting engagement & disruptive innovation.
Overwhelmed with data and looking for insights? Concerned about the people & infrastructural investments required to analyze your customer data? Our Quantitative Insights practice has the answers.

See our suite of analytics here

Why do consumers and customers do what they do?
What is really behind the choices they make?
What creates the desire to consume or reject?
What causes them to evangelize a product or brand?
Seeking the answers, means garnering deep insights in two areas from the target customer/consumer.
One, the context in which the consumer /customer is operating in, the life goals, the aspirations, the fears.
The second area is the emotional motivations of the consumer. Those deep seated emotional needs, the emotional forces that drive the behavior of these consumers, those that motivate customers in any one direction.
Terragni’s insights are designed to focus and uncover on both these dimensions,the context and the emotion drivers of customers, potential customers and non customers.

A deep understanding of why people do what they do, pays rich dividends in crafting the appropriate experience and engagement for consumers.
This deep understanding of actions, emotions and thoughts is currently, largely achieved through conscious insight gathering mechanisms such as wide span surveys, depth interviews, focus groups and ethnography studies.
We believe that to get an accurate insight into the consumer brain, non-conscious responses are absolutely critical.
Neuroscience techniques provide insight into consumer decisions and actions that are invisible to traditional research methodologies for specific types of studies. When the brain processes stimuli, many neurological and physiological events occur, in the non-conscious realm, which significantly & decidedly impact conscious responses & behaviours.
Thus, we have incorporated neuro based insight gathering mechanisms into our customer insights practice.
We have successfully incorporated non conscious, behavioural insight tools such as Implicit Association Tests (IAT) in our models for both Customer as well as Employee Engagement.
The Terragni consulting team along with the talented team at Buyer Brain uses a range of non-conscious tools such as IAT, EEG, Eye Tracking and FMRI to elicit deep, non-conscious insights from consumers and customers.

Interested in accessing, non-conscious insights?

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Can your product or service be the experiential catalyst creating a context for your customer?
Experiential Segmentation is always about your customer.
It is our belief that customers buy experience opportunities.
We segment your customers in accordance with the experiences they desire from a product or service. Experiential segmentation is a cornerstone of conditional positioning. With reference to experiential segments, the products and services have thus the potential to be positioned according to the experiences they can lead to, rather than by their features, performance attributes or functional benefits.
Through Experiential Segmentation, we aim to stimulate the customers’ minds into defining the product or the service in terms of the experiential value to them. This ensures that the product or service is positioned by the customer, in terms of what closest meets their personal needs and desires.
At Terragni we have created experiential segments for both B-B and B-C. On the basis of these segments, our clients have re-designed loyalty programs, product offerings, sales team orientation and revenue opportunities.

Customer Journey Maps are a great way to visually depict the steps your customer goes through, while engaging with your company.
A customer journey map also gives the company an understanding of which are those touch points that enhance the experience and which are the ones that detract from the experience and thus the customer engagement.

A good Customer Journey Map looks at:

Actions: What is the customer doing at each stage of the journey? What actions are they taking to move them selves to the next stage?

Thoughts: What are the uncertainties, the jargon, the issues preventing the customer to move to the next stage?

Emotions: Why is the customer motivated to keep going to the next stage? What emotions are they feeling? Why do they care?

Barriers: What barriers stand in the way of moving to the next stage?

At Terragni, we have our own unique take on Customer Journey Maps. We believe that these journey maps lose their validity if they are not based on the experiential contexts of the customers. Therefore, we ensure all our Customer Journey Maps are mapped not on “personas” but on actual experiential segments. This unique methodology has been perfected by us over the last 5 years and many hundreds of Customer Journey Maps.

Research has consistently shown that customers detest putting in any extra “effort” towards a desired outcome.
They love organizations that make life easier for them.
Increasing customer ease results in tangible business gains.
Our unique neuroscience based, effort assessment framework measures the effort a customer puts in across the dimensions of Time,Physical and Cognitive efforts and brings out associated Emotions.

See a sample here

Understand what are the key value drivers for customers? Are there differential value drivers? what is the experience you deliver? Why is it perceived in this manner? What customer attitudes & behaviour is it resulting in? Which touch points are experience enhancing/detracting? What strength areas to leverage? What are the gaps? What to prioritise for action focus?


Based on performance over various experience parameters, this score reflects performance based on Functionality.

Ease & Pleasure Functionality – Does the parameter deliver the expected outcome?

Ease – How easy is it to reach this outcome?

Pleasure – How enjoyable is it?

See a sample here


The grid plots customer experience drivers on two dimensions:
Relative impact of an experience driver on overall customer attitude and behavior,
Customer Perception of the brand’s performance on that experience driver. It gives brands a strategic framework within which to debate and evolve an action-direction for each experience driver in their customers’ journey with them.

See a sample here

Are your processes designed for delivering memorable customer experiences? Do all those involved in creating and delivering this experience know how they are impacting the customer’s decision to do business? Use our Experience Design expertise to understand your services from the customer’s perspective. Use that empathy and understanding to design and deliver enhanced customer experiences.
To co-create awesome engaging customer experiences, reach us on: +91 20 25885775


Understanding the experience, your customer desires, is a great start to creating customer engagement. Designing the desired engagement experience is the next step on that journey.
These are two critical steps, important and necessary, but nothing takes on more importance than the task of actually delivering on that desired experience.
In order to do so, efficiently and effectively, organizations must create a Customer Centric Culture within the enterprise.
This means understanding at some depth, what is the state of the customer centric culture within the organization? Which are those teams , functions and individuals, who exhibit great customer centric culture, who are the ones that have glaring gaps?
How “siloed” are the different functions and teams within the organization? How closely do my employees and functions collaborate for the greater customer good? Is the collaboration systemic or ad-hoc? How do we measure and reward our people to encourage a great customer centric culture? How customer centric  are our KPIs? How deep an insight do we have of our customers’ and competitors’, current and future needs? How well do we capture this and use it in our own strategy? How should I address the employee customer centric culture gaps I currently have? What intervention can I use to foster great customer centric culture? Coaching, Training, Organizational Design, Systems, Process, Technology or new KPIs?
Terragni’s Customer Centric Culture model delves into each of these questions, maps them in the context of your organization and designs an action plan for your organization’s quest for a differentiated customer centric culture. Our own unique blend of People Engagement and Customer Engagement consulting skill sets, ensures that we translate what experiences your customers desire to what culture you need within your enterprise and what interventions do your people require to get to your stated customer centric culture goals.

How customer-centric are we?
What aspects are we good at?
What do we do poorly?
How do we progress?

Performance management systems focus on key outcome measures that enable organizations to see how they are performing over time and make better decisions about allocating resources. Strategic initiatives like Customer Experience & Customer Centricity therefore must be supported by performance management systems that are capable of measuring and guiding organizational performance in these areas. Only when Customer Centric behaviours & Customer Experience efforts are consistently recognized & rewarded, can an organization leverage Customer Experience & Customer Centricity as  sustainable competitive differentiators.
Our team with their industry and cross functional experience helps the leadership teams of our customers to design the performance management systems that encourage & help, ensure customer centricity & employee engagement; while continuing to drive overall strategic business goals.

To know more call us on: +91 20 25885775