CX Tools & Templates

Our CX tools and templates have been created to help with some of the biggest challenges we know organisations face when it comes to using customer insight to drive improvements for customers.

From Customer Journey Mapping, User Stories and Personas, to CX Strategy and Action Planning, we’ve got a range of interactive PDFs available to download.

Download them, use them, and let us know if you have any ideas for more tools we can create.

Browse our downloads

The CX Tools and Templates downloads below are just a selection of our resources. Our CX Insights Hub is an interesting mix of customer experience and research related content. From webinars, latest thinking articles, and book reviews, to downloads, the TLF Gems newsletter and our podcasts. We're adding things all the time, so you'll always find something new!

Downloads

Customer Journey Mapping Template

This template helps you think about customer goals and map out a range of stages within the customer journey. From the customers’ action and interactions, through to their emotions, pain points and needs, the template gives you a comprehensive view of what your research should be...

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The CX Strategy Canvas

Our CX Strategy canvas is a high level tool designed for you to capture and discuss the essentials that go into building a customer-led organisation. Use it to explore potential strategies, to understand what competitors are doing, and to pool opinions on your own approach.

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User Story Template

Customer Personas created without a grounding in research will always be flawed - there will always be perceptions and assumptions which do not completely reflect the customer. This template has been created as a guide for capturing all we need to know about each Persona. Only b...

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Customer Persona Research Template

Customer Personas created without a grounding in research will always be flawed - there will always be perceptions and assumptions which do not completely reflect the customer. This template has been created as a guide for capturing all we need to know about each Persona. Only b...

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Doom Loop Template

A Doom Loop refers to the frustrating cycle of interactions (that can sometimes feel endless) when attempting to resolve an issue. This is becoming increasingly common in the customer experience, as businesses rely on automated systems, such as IVRs and AI powered chatbots, to ma...

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Action Plan Template

To improve customer satisfaction you need to improve the customer experience, and that means doing something differently. Organisations are often quite good at coming up with ideas, but not so good at following through to deliver change. This simple template is designed to help ...

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Customer Persona Development Template

Personas are grounded (or should be grounded) in research with customers. We develop them bottom-up, based on real customers, their needs, attitudes, and ways of getting things done. This template represents one way to approach doing that. Very often it's useful to think about t...

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Behavioural Science for CX Cheat Sheet

The Behaviour Science for CX Cheat Sheet gives you a quick introduction to some key concepts and what these means for the customer experience. Split into 3 sections we cover Mindspace, Fundamental Beliefs and provide 8 key effects for CX. Download a PDF copy of the cheat sheet ...

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Customer Persona Template

Personas are portraits of fictional customers, and their purpose is to help you design experiences that work more reliably and flexibly for customers with different needs. What makes a good persona is a focus not on the details of the fictional pen portrait, but on the needs, dr...

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Earned Growth Rate

Earned Growth Rate was introduced by Fred Reichheld as a way to account for the value of customer retention. It’s a simple idea, and it can help to show how much of your revenue is due to customer loyalty. This template will help you calculate it. You can download a PDF copy of...

Specialist Customer Research

As a full service customer research agency we can help you with every stage of your journey, from planning and research design, through to taking action and creative communication. Our role is more than collecting data an delivering insight, find out more about our range of services.

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Get in touch

If you'd like to talk to us about any of the areas covered in our CX Tools & Templates we'd love to hear from you. Get in touch by completing our online form.