...turning the voice of the customer
into management actions


Turning the voice of the customer
into management action

Helping our clients build customer loyalty and advocacy through customer excellence

CTMA is a research-driven customer experience and service quality improvement firm, working internationally with senior managers and their teams to help them achieve business success, reduce risk and build customer loyalty and advocacy.

We believe that customers are one of the best sources of insight for innovation and business improvement. Our job is to help organisations capture that insight and then turn it into transformative management actions.

  • Your customers are
    down there...

    ...using your products and services

    This makes them one of your
    best sources of insight
    for innovation and
    business improvement

  • Financial Services
    Retail banking
    Building customer loyalty and advocacy
    by using customer experience feedback
    for service-quality improvement:

    • Baseline measurement
    • Home loan and credit card applications
    • Issues resolution processes

  • Travel, tourism
    and hospitality
    Helping you become your
    customer’s first choice in travel,
    destination, accommodation, hospitality
    and entertainment:

    • Customer experience snapshots
    • Ongoing performance measurement
    • Encouraging customer feedback

  • Power Industry
    Electricity and gas retail
    Helping to build customer-driven brands
    by turning customer experience feedback
    into management actions:

    • Baseline measurement
    • Complaints handling monitoring
    • New connections and transfers

  • Local Government
    Managing Service Requests
    A scalable measurement framework
    for managing and improving service
    quality and performance from:

    • Contact centres
    • Request processes
    • Field staff
    • Sub-contractors

  • Local Government
    Consent & inspection services
    Supporting regulatory services by
    tracking service quality and providing
    actionable customer feedback:

    • Resource consents
    • Building consents
    • Inspection services



Ways we help to turn a customer experience vision into a customer experience reality:

Organisations hire us because we provide insights about their performance - from their customers’ perspective, and because we help them turn those insights into management actions to improve operational performance, increase customer retention and improve reputational growth.

Our training and consulting services help organisations develop their customer experience vision and establish a customer-driven framework for continuous improvement.  Our customer experience measurement services help to drive service quality improvement and customer experience management programmes by turning the voice of the customer into management actions.

Podcast Series: “Getting CX Right with CTMA”

A great introduction to our approach is to listen to episodes in our podcast series “Getting CX Right with CTMA”.


Hosted Getting CX Right with CTMA - Podcastby CTMA’s Paul Linnell, it tackles some of the big challenges that often block the path to delivering effective customer experiences, and helps you to answer some of the big questions standing in the way of progress.

“We’re on a mission, to demystify customer experience and put the power of success in your hands, so you can take control and manage your customers’ experiences, before they ‘take-over the wheel’ and manage yours.”  Paul Linnell

Check-out the launch episode right here and subscribe to the series on your favourite podcast platform:


Discover the why and what

Everyone agrees that it’s nice to give customers a good experience, but there’s often a lack of clarity:
- quantifying why it’s important,
- justifying why it should be improved, &
- agreeing what needs improving first.

CX Priority Assessment

Establishing a customer experience baseline helps to identify and quantify current sources of customer dissatisfaction, estimate potential returns on service investment and sets customer-driven improvement priorities for action and change.


Identifying risk, risks & remedies:

CTMA’s customer experience assessments and baseline studies help to identify, justify and prioritise strategic and tactical improvement opportunities, and forge a solid foundation for the justification and planning of change.



Learn how, and take action

It’s a major challenge to transform an organisation, its departmental and hierarchical mindset, its processes and disciplines into one that truly embraces customer excellence and continuous improvement.

CX Value Creation

CTMA’s Customer-Driven Framework for Continuous Improvement, Innovation and Value Creation can seamlessly overlay existing structures and provide a common set of enterprise-wide disciplines for delivering customer excellence


Becoming customer-driven:

CTMA’s frameworks and consulting services help to establish transition roadmaps and plans, and provide the leadership to bring about the positive change to turn your customer experience vision into a customer experience reality.




Don’t stop!

The need to keep up the momentum of continuous improvement, and keep pace with the changing needs, wants and expectations of customers, never ends. The biggest challenge is how to keep continuous improvement “continuous”

Sustain and Gain

Using systematic measurement and adhoc feedback to capture customer insights to act as a control mechanism can help the organisation maintain service quality, measure ongoing performance and energise continuous improvement.


Ongoing value creation:

CTMA’s ongoing measurement programmes, underpinned by our leadership coaching and support, provide the disciplined management framework and tools to turn ongoing customer feedback into management actions.




The “where”, “why”, “what” and “how” of CTMA - the movie



Please click here to request a complimentary Counting the cost of Bad Customer Experiences
copy of our working paper:

 “Counting the Cost of
  Bad Customer Experiences”


Request a copy


Let’s talk

If there’s a specific customer challenge we can help you with now, please contact us so we can schedule an introductory meeting or call.  We’d be delighted to learn more and explore ways we can help.

Depending on your location and time zone, we can meet in person, or by phone, or Zoom, please let us know.

Contact usContact us

A new urgency to get customer experience right

The challenges now facing business and public services to maintain customer satisfaction, retain customer support and prepare their organisations for the rapidly changing world is bringing a new urgency to get customer experience right.

Organisations now need every advantage to win, keep, and grow a loyal customer-base.  Competitors are emerging from new and unexpected markets, and customers are again demanding the best from their suppliers.

In response, in addition to our in-person services, we now deliver our one-on-one executive planning and coaching sessions, and the content of our masterclass and workshops, directly to you and your team - in your own meeting room, at your own desk or home office, in the form of live personalised online training programmes, events and meetings. 

If you are preparing your organisation to adapt to the rapidly changing customer-driven world, please check out some of our training programmes, or customer experience measurement services, or just get in touch so we can schedule an introductory call to discuss your specific needs and ways we can help you in your mission to get customer experience right.
View Paul Linnell's profile on LinkedIn
Paul Linnell (Founder and Managing Director - CTMA)
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