CX Researcher (Customer Journey)

We are seeking an experienced and insight-led CX Researcher to join a dedicated Customer Journey workstream supporting a high-profile automotive client. This role is focused on understanding and improving the end-to-end customer journey across key automotive experiences — from initial brand discovery and vehicle research through to purchase, ownership, servicing, retention, and loyalty interactions. 

Working closely with CX Strategists, UX Designers, Service Designers, Analysts, Content Strategists, Product teams, and client stakeholders, you will help uncover customer needs, pain points, behavioural patterns, and opportunity areas across both digital and broader connected customer experiences. You will play a critical role in ensuring customer insight directly informs journey design, prioritisation, service improvements, and strategic decision-making across the account. 

This is a highly collaborative role suited to someone who enjoys connecting customer behaviour, operational realities, and business objectives into actionable recommendations that improve experience quality and drive measurable outcomes. 

Key Responsibilities: 

1. Customer Journey Research & Insight Generation:

• Plan and conduct qualitative and quantitative customer research focused on understanding end-to-end automotive customer journeys across multiple touchpoints and channels.  

• Identify customer pain points, unmet needs, behavioural drivers, and moments of friction throughout the ownership and purchase lifecycle.  

• Conduct a range of research methodologies including customer interviews, contextual research, surveys, usability testing, diary studies, journey reviews, ethnographic research, and stakeholder workshops.  

• Synthesise complex research findings into clear, actionable insights that inform customer journey improvements and strategic recommendations.  

• Support journey-focused discovery initiatives across areas such as vehicle research, online and offline purchasing experiences, ownership journeys, servicing, aftersales, retention, and loyalty.  

• Help establish a deeper understanding of evolving customer expectations within the automotive landscape.  

1. Customer Journey Mapping & Experience Strategy:

• Create and maintain customer journey maps, service blueprints, personas, behavioural frameworks, and ecosystem maps that help visualise and communicate customer experiences.  

• Analyse interactions across digital and non-digital touchpoints to identify opportunities for greater consistency, efficiency, and customer satisfaction.  

• Support the definition of customer-centric strategies and recommendations aligned to business objectives and operational priorities.  

• Collaborate with UX, Service Design, Product, Marketing, and Operational teams to ensure customer insight is embedded throughout design and delivery processes.  

• Help prioritise journey improvements based on customer impact, feasibility, and commercial value.  

1. Data, Insight & Continuous Improvement:

• Collaborate with analytics and optimisation teams to combine behavioural data with qualitative customer insight.  

• Use customer feedback, analytics, VOC data, operational insight, and performance reporting to identify emerging trends and opportunities.  

• Support experience measurement frameworks and ongoing journey performance evaluation.  

• Contribute to continuous improvement initiatives by helping validate hypotheses, measure outcomes, and refine recommendations over time.  

• Advocate for evidence-based and customer-centred decision making across the wider programme.  

1. Collaboration & Stakeholder Engagement:

• Work collaboratively with CX Strategists, UX Designers, Service Designers, Analysts, Product Owners, Content Strategists, Developers, Program Managers, and client stakeholders.  

• Facilitate workshops, collaborative working sessions, and playback presentations with both internal teams and client stakeholders.  

• Present research findings and journey insights clearly and confidently to audiences ranging from delivery teams to senior leadership.  

• Help align cross-functional teams around customer needs, experience priorities, and strategic opportunity areas.  

• Contribute positively to team culture, ways of working, and the ongoing maturity of customer journey thinking across the account.