“You can’t manage what you don’t measure and Mirrorwave has given us the means to objectively manage our partner relationships.”






John Luff

Director, Border Express



To get serious about your relationships, choose from our menu

We follow your individual customers, employees or partners over time so that we can understand what's changing, why it is changing and what’s working.

For each of these three stakeholder groups, any on-going process can be followed over time by MirrorWave, relationships, experiences, cycles, implementations or change processes.

Our MirrorWave menu shows the solutions which drive profit from outstanding listening and responding:

  • Step 1: Decide which stakeholder group you want to unlock potential with - your customers, partners or employees (or all together)
  • Step 2: For your chosen stakeholder group(s) define your strategic priority
  • Step 3: The MirrorWave solution is there on the menu


The MirrorWave Menu


Following customer service journeys using ‘CX-Plus’

Like many widely accepted methodologies, CX-Plus pulses people after they’ve had an important interaction with you. Just 3 straight forward questions are asked, so it’s simple and easy for them.

We get right to the point by asking about the quality of the experience and in their words the positives and negatives. We don’t mess about with ethereal things like willingness to recommend, unless word of mouth really drives growth in your business. There’s also a response mechanism that makes it easy to listen and respond.

Importantly, the reality for the customers of most companies is that experiences are the sum of different interactions over time, not just one. That is a customer’s TRUE CX.

What’s the gap?

Common practice CX feedback systems (like NPS) are popular, but limited because they are not ‘joined up’. NPS treats CX as a trail of single shots interactions that are to be managed in isolation.

The ‘Plus’ part to CX-Plus

With no extra effort you can achieve distinction in your data and insights by joining experience snapshots together to tell powerful multi-interaction stories which sum up over time the true customer experiences of customers. Think of it as a unique ‘feedback memory’ which tells you what is working and why, for customers as real people.

Who is it for?

CX-Plus is for organisations where interactions with their customers is dependent on delivering to them excellent experiences, not once but time after time.  You get two programs in one - informative and regular metrics plus a sophisticated customer centric experience quality management system.

Following customer experiences using 'Experience MirrorWave'

Experience MirrorWave is specifically designed to follow individual experience journeys as they occur (no after like CX-Plus), so that individual and bigger picture improvements can be made. Designing and managing experiences is an important and widely embraced way to do better business, which can be applied to customers, employees or partners.

Experiences are individual journeys

In any experience there’s a start point, phases in that journey where there may be in each a variety of touch points or encounters, an endpoint and often a follow through period. An example is the employee on-boarding experience, but consumers and business customers also pass through experiences. This could include frequent, repeat experiences like visiting an outlet or branch, booking a flight, an annual insurance renewal or the lease and replacement of office equipment. Some experiences are highly significant for customers, such as purchasing a home, signing a commercial loan or taking new offices.

MirrorWave’s longitudinal method is perfect for following individuals through an experience, so that you can understand what they are undergoing, but also creating an opportunity to intervene.

The same phases but different people at different times

A logistical challenge in monitoring experiences is that different people are going through similar experience phases but delivered at different times by different people. Experience MirrorWave not only traces individual experience journeys, but also looks at the aggregated picture of how experiences as a whole impact sentiment- which phases are a poor experience and which lift sentiment

Understanding value creation 

Most experiences create perceptions of value further down the line (or not). By following individual journeys, it is possible with MirrorWave to see how an earlier experience creates a downstream impact by pulsing participants some time after the journey.

Following customer relationships using 'Relationship MirrorWave'

MirrorWave is a powerful tool for understanding and managing individual customer relationships.

Deep long term business relationships

Where there is a resource managing an individual relationship, like an account manager or a service representative, MirrorWave provides a valuable barometer of what the customer is thinking over time. Churn in relationship managers is inevitable, so having a long-term history of the customer’s sentiment that is visible and accessible makes handovers more manageable and valuable personal knowledge that is built up over many interactions is not lost to the company when someone leaves.The regular pulse enables an informed individual response when there a problem because the history can easily be seen. It’s an opportunity to interact with customers in a way that reinforces your desire for a caring, communicative relationship, whether their feedback is positive, negative or ambivalent.

Rapid and decisive 1:1 response impresses

Like all MirrorWave programs, individual pieces of feedback are routed as action items by the MirrorWave platform via email, to the people who are nominated in advance with agreed guidelines to respond rapidly 1:1. Such a rapid and decisive response surpasses participant expectations and really demonstrates keen listening. This is usually a team effort, where a concentrated effort is put into getting into a rhythm of listening and responding.

Revealing stories complement B2C stats

Consumer marketers have relationship management needs too, especially because they do not always have direct interaction with their end consumers. We help bring consumers alive with our unique method for individual story telling.

Following strategic accounts using MirrorWave

Using MirrorWave, feedback from a strategic account comes from the range of people in the strategic account with whom your company has contact because each of them has a unique view point, based on how they interact with the company and the people they deal with.

Map out changing sentiment in an account

Using MirrorWave, you can create a ‘change grid’ map of the sentiment people in a strategic account. A map like this presents a balanced view of both the positives and negatives and how that is changing over time. This helps isolate the negative pockets in the account which need addressing, but it is often the positives that are most illuminating for managers on both sides. That’s because the negatives get the most day-to-day air play and the positives are rarely recorded, let alone celebrated.

Taking the results back

MirrorWave offers a range of processes to make it easy for clients to get to action. ‘Taking the Results Back’ is particularly valuable for strategic accounts because it is hard for both the client and you the provider to know exactly what is going on with such a complex ecosystem of interactions. The MirrorWave guidance system offers an automated way of reporting on an account and suggesting processes and templates to present results back to a client and to agree an action plan.

Following partnerships using MirrorWave

Partnership MirrorWave unlocks deeper, more transparent, long lasting, two-way relationships by following people on both sides of the partnership over time.

Partnerships are two-way- like your listening needs to be

People participate in an attributed (not anonymous) partnership feedback family which asks them to answer just three questions say twice a year. It is a unique two-way process as these participants are drawn from deep within both sides of the partnership, and this is what makes Partnership MirrorWave unique. The questioning usually relates to the effectiveness of the partnership and elicits both the positives and negatives in their own words, as they see it. This is a listening system that reflects the spirit of partnering.

Improvement comes from within and outside

It’s too easy for a provider to be blamed when a partnership isn’t reaching its potential- MirrorWave shows that many of the root causes are mutual and sets both sides of a partnership on a pathway to work together more effectively in the pursuit of common goals.

Following employees using 'Employee MirrorWave'

Employee MirrorWave brings a fresh approach to engagement surveys by following employees over time, so you can understand their employment journey as a joined-up process, not as a disconnected series of pulses. You might follow the overall journeys of your employees or the key human resource management processes they experience from time to time.

Engagement, retention and sparking conversations

Retention of quality staff is a critical measure of ROI and companies need to understand if the expectations of employees are matched by their experiences. Rather than finding out about problems at an exit interview when it’s too late, MirrorWave enables you to regularly pulse your people and to get on top of any potential issues that may contribute to defection without resorting to long, annoying engagement surveys.

Joined up employee journey stories

For good reason, employees are sceptical about existing engagement or climate surveys. That’s because:

  • Too many questions
  • Irrelevant questions
  • It’s a survey- not a conversation
  • Don’t hear much back except meaningless stats
  • Nothing much gets done; it’s about leadership going through the motions each year; they say it’s about engagement- all it does is disengage me.

Pain points for managers

  • It takes too long to get the results
  • Metrics and quotes but no stories
  • The benchmarks are too theoretical- not much you can do with them
  • Once a year is too infrequent to see how things are changing
  • Global measures and benchmarks are fine, but that doesn’t really help directly explain any changes in the results or manage relationships and experiences employees have with the company
  • We end up going through the motions- chasing our people to respond so we can get it ticked off for the year
  • It’s hard to know what to do, so we end up not doing very much. It’s more about the reporting than doing better

Employee MirrorWave is a simple, pragmatic and powerful new generation feedback management and engagement programme for employees. It’s like two programmes in one- a fresh way to flush out new insights, but also a tool for engaging employees.

And it’s remarkably short and easy to complete for feedback family members

Our key difference is that we ‘follow’ people. Surveys are like annual shots in the dark compared to new ways of doing things. Most of your employees follow people in Facebook or Instagram or they will follow people and companies on LinkedIn. MirrorWave is unique in the way it joins up what employees say in each wave of 3 questions into a story over time- we think of this as ‘following’ people.

We do it more regularly. Running a survey annually is way to infrequent to get into a rhythm of listening and responding. We re-contact the same feedback family members regularly, usually between two and three times per year, depending on the volatility of the focus of the programme

You get to know who is saying what. Because MirrorWave is not anonymous, you know who is saying what. That gives a human context to your employee stories. These days that’s what most employees want, as long as the question is pitched at a strategic level that doesn’t make them feel insecure. We know this is a challenging notion for some organisations, so we have a deeper discussion about this later in the white paper

The focus is on what’s changing and why.

The re-contact approach answers some of the most pivotal questions managers have about what employees are thinking like:

  • What has changed since last time?
  • Why has it changed?
  • What should we do to follow through?
  • Did it work?

On-boarding experiences

Using MirrorWave you can listen, in real time to new joiners about their experience, what worked and what didn’t. Improvements can be made in areas like recruitment, orientation and initial training thereby ensuring the first 3-6 months of a new joiner’s journey is a positive experience; enabling them to get up to speed quickly and become advocates of the company.

Learning and development experiences

MirrorWave can accurately track individuals’ feedback through learning and development programs as they participate. Then at set points after completion, you can assess the value of specific programs over time and make improvements in a timely manner, therefore optimising this critical spend. Also much of the time taken in the data collection can be reduced.

Talent management experiences

By using MirrorWave you can tell how a talent management program is working and what needs to be changed. Using the feedback loop tool ensures the changes are implemented and then re-assessed to reflect improvements suggested by those on the program.

Sparking conversations of shared purpose using MirrorWave

Most employees want to be involved in important conversations - those issues where both the leadership team and employees share a sense of purpose- for example values, vision, values, health and safety or brand promise.

Engagement, retention and sparking conversations

Retention of quality staff is a critical measure of ROI and companies need to understand if the expectations of employees are matched by their experiences. Rather than finding out about problems at an exit interview when it’s too late, MirrorWave enables you to regularly pulse your people and to get on top of any potential issues that may contribute to defection without resorting to long, annoying engagement surveys. Instead, MirrorWave helps spark open and positive conversations between employees and their team leaders.

Conversations of shared purpose

MirrorWave makes it easy to run a conversation of shared purpose, where employees can be involved in adding their voice to important company issues. By dispensing with the traditional anonymity, you can follow what individuals are thinking and how this is changing over time. Involvement leads to action, so Employee MirrorWave helps you achieve positive business outcomes by getting your people more involved in the company matters in which they have a shared sense of value.

Aligning key stakeholders using 'Alignment MirrorWave'

Most organisations have got too much going on and struggle to focus and align for a good time on the highest priorities, before they get distracted by a threat or problem. As the saying goes, organisations should spend more time building fire breaks, rather than getting good at putting out forest fires!

Listening should be holistic and strategic. Few leadership teams get their key stakeholders coalescing around strategy-level issues that concern them and their key stakeholders. That makes it difficult to build whole-of-business alignment to their promises, strategy or vision.

One way to do this is to simultaneously follow how key individual stakeholders like customers, employees, referrers or partners think you are performing against their:

  • brand promise
  • vision statement
  • cultural values.

Following projects using MirrorWave

Implementation MirrorWave provides a single unified picture at key points in time - across multiple stakeholder groups - easily catering for people changes.

Understanding a consistently changing ecosystem

In large implementations/ projects, it’s hard to see what various stakeholders in a complex ecosystem of a long-term project are thinking at any given phase …and they keep changing as people come in and out of the project.

To address these challenges, MirrorWave gathers and consolidates feedback by following individuals over the phases in the project they are involved in. By asking the same questions and applying analytics across groups and phases of a project - changes and patterns can be discerned and comparisons made with ease, not just within one project, but across several.

Knowing what’s working

Responding to people’s issues needs to be fast, decisive and easy. As with other modes of MirrorWave our Close the Loop system gets feedback to the right people immediately, they can respond 1:1 and with good frequency, problems are nipped in the bud before they escalate. Part of that process is to keep track of actions taken with each individual, and then show how and why their score changes with subsequent waves, which helps determine if their issues are being addressed successfully. This brings the accountability required in a complex and high value project.

Maintaining open, honest relationships

Since MirrorWave’s feedback is not anonymous and is openly shared, a more mature and constructive attitude results, which strengthens relationships across the board.

Interested in finding out more?